Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

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.

Syllabus

Brand Relevance

This module examines how brands can maintain relevance in dynamic markets by balancing consistency with innovation. Learners will explore strategies such as design thinking, cultural storytelling, and co-creation to enhance brand authenticity and adaptability. Real-world case studies illustrate how established brands successfully reposition themselves to stay competitive.

Communal Branding

This module explores the foundations and strategies of communal branding, focusing on how brands foster communities through shared values and identity. Learners will examine the differences in communal branding across B2B and B2C contexts and analyze real-world examples of value creation within brand communities.

Globalization and Branding

This module explores how brands navigate the complexities of international markets by examining globalization, glocalization, and deterritorialization. Learners will discover how these concepts shape brand strategies, authenticity, and the challenges posed by counterfeiting and co-creation in a global context.

Ethics and Brand Purpose

This module explores the ethical dimensions of brand marketing, contrasting normative and positive approaches to ethical challenges. Learners will examine the concept of brand purpose and its influence on market interactions, with a focus on the contextual and co-creative nature of brand ethics. By the end, participants will understand how ethical considerations shape brand strategies and consumer expectations.

Managing Brand Crisis

This module explores the different types of brand crises, their impact on brand authenticity, and effective management strategies to maintain stakeholder trust. Learners will analyze real-world examples and discover how to restore and protect a brand's reputation during challenging times.