Brand Management

via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Sessions

Self-Paced
Level

Beginner

Overview

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This specialization guides learners through the principles and practices of brand management, structured across three progressive courses. The first course establishes foundational knowledge, covering branding concepts, understanding brand users, assessing brand equity, and leveraging data for insights and measurement. Learners develop a clear understanding of how brands create value and influence consumer behavior. The second course emphasizes application, focusing on creating new brands, maintaining brand consistency, and managing brand growth. Participants learn to implement strategies that reinforce brand identity and support long-term success. This course bridges foundational knowledge with actionable brand-building techniques. The final course addresses advanced strategies in brand relevance, communal branding, globalization, ethics, brand purpose, and crisis management. Learners gain insight into sustaining brand strength in complex environments, navigating global challenges, and ensuring ethical brand practices. The sequence ensures a cohesive learning journey from fundamentals to strategic brand management. This Specialization is based on the book Brand Management, by Michael Beverland

Syllabus

Course 1: Foundations of Brand Meaning and Equity
Course 2: Building and Sustaining Strong Brands
Course 3: Brand Innovation, Global Strategy, and Crisis Management

Courses

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This course develops advanced brand management strategies, emphasizing innovation, global relevance, and resilience. Learners explore techniques for maintaining brand relevance through design thinking, communal branding, and ethical decision-making in professional contexts. Participants gain practical skills for navigating global markets, integrating brand purpose, and addressing complex brand challenges. The course provides tools to analyze brand equity, measure performance, and apply insights to strategic decisions. It combines theoretical frameworks with actionable content, using videos, readings, and quizzes to reinforce learning. Learners apply concepts to real-world brand scenarios, connecting strategy to practice. This course benefits marketing professionals, brand managers, and business leaders seeking expertise in global brand strategy and crisis management. No prior experience in advanced branding is required. This course is part three of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2021 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.
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This course teaches practical strategies for creating, launching, and sustaining brands effectively. Learners gain insight into positioning, naming, and communicating new brands to maximize market impact. Participants develop skills to maintain brand consistency through audits, integrated communications, and internal alignment. The course also explores methods for managing brand growth via extensions, co-branding, and portfolio management. It combines theory with real-world applications using videos, case studies, and interactive quizzes. Learners can directly apply frameworks to practical branding challenges for measurable results. This course is designed for marketing professionals, brand managers, and business leaders seeking hands-on experience in brand creation and growth. No prior experience in brand management is required. This course is part two of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2021 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.
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This course introduces the fundamentals of brand management, emphasizing how brand meaning is created and perceived. Learners explore the psychology behind branding and the core principles of brand equity critical to organizational success. Participants develop practical skills to assess and measure brand performance, understanding user interactions, brand awareness, and authenticity. The course equips learners to apply these insights to evaluate brand value and impact. It combines expert-led videos, readings, and knowledge checks with real-world examples and frameworks. This approach ensures learners can connect theory to practical applications in contemporary branding contexts. The course is ideal for marketing professionals, brand managers, and business leaders seeking foundational knowledge in branding. No prior experience in brand management is required. This course is part of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2021 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.