Strengthen Brand Equity

Overview

Strengthen Brand Equity: Managing Visual Identity and Measuring Brand Health is an intermediate-level course designed for marketers who want to become the trusted stewards of their brand. In a crowded marketplace, brand equity is your most valuable asset, and this course provides the essential skills to both build and measure it. You will learn to manage the tangible side of your brand by taking control of its visual identity system. Through a hands-on project, you'll learn how to update a brand kit in Figma—changing master components like logos and color codes—and prepare assets for distribution, reflecting the best practices of companies like Slack and Google. Beyond visuals, you'll learn to quantify your brand's market standing. The course will guide you through the process of evaluating brand equity by analyzing brand health survey data. You'll work with a realistic dataset to calculate Net Promoter Score (NPS), identify crucial market trends, and, most importantly, learn how to communicate these data-driven insights to leadership in a concise, impactful presentation. This course will equip you to move from simply executing marketing tasks to proactively managing your brand's reputation and driving its strategic growth. Modern brand management is not about policing teams, but about enabling consistency through systems and shared understanding.

Syllabus

Managing the Brand's Visual Identity System

This module focuses on the practical, hands-on work of maintaining brand consistency. Learners will understand why a centralized visual identity kit is the single source of truth for any strong brand. They will explore how leading companies like Google and Slack manage their visual systems at scale and will get direct experience working in a design tool to update and distribute brand assets.

Measuring and Communicating Brand Health

In this module, learners move from the visual to the perceptual, focusing on how a brand is perceived in the market. They will learn to quantify brand health using industry-standard metrics, moving beyond subjectivity toward data-driven analysis. They will learn how successful companies like Airbnb use survey data to make strategic decisions and will practice summarizing and presenting these critical insights for a leadership audience.