Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

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.

Syllabus

Brands and Branding

This module delves into the origins, evolution, and significance of brands in modern society. Learners will explore how brand meaning is co-created by companies, consumers, and culture, and examine the psychological and media-driven factors that shape branding strategies. The module also discusses the expanding scope of branding and its essential role in business success.

Understanding Brand Users

This module explores how users actively shape brand meaning through interaction and co-creation, with a special focus on the role of authenticity in modern branding. Learners will examine evolving perspectives on brand value, user motivations, and strategies for fostering authentic brand engagement. By the end, you'll understand the dynamic relationship between brands and their users in today's interconnected world.

Brand Equity

This module explores the concept of brand equity, examining its key components and the ways it contributes to organizational value. Learners will discover strategies for building and sustaining brand equity, as well as frameworks for managing brand authenticity and value across different stakeholders. By the end, you'll understand how brand equity impacts both internal and external aspects of a business.

Data, Insights, and Measurement

This module examines the key methods for measuring and understanding brand equity, including brand awareness, associations, and authenticity. Learners will explore both qualitative and quantitative research approaches to gain actionable insights into customer perceptions and engagement. The module also covers advanced techniques for tracking brand sentiment and monitoring emerging trends.