Brand Innovation, Global Strategy, and Crisis Management

Brand Innovation, Global Strategy, and Crisis Management

This course is part of Brand Management Specialization

Instructor: Sage Instructors

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5 modules

Gain insight into a topic and learn the fundamentals.

Advanced level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Advanced level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyze brand relevance and equity using data and insights
Apply strategies for global branding and maintaining consistency
Evaluate ethical considerations and manage brand crises effectively

Skills you'll gain

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Build your subject-matter expertise

This course is part of the Brand Management Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

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.

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.

What's included

1 video10 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

10 readingsTotal 65 minutes

Introduction4 minutes
Brand Equity: Balancing Relevance with Consistency9 minutes
Why Brand Managers Struggle with Relevance5 minutes
Design Thinking6 minutes
Innovating for Relevance: Three Strategies for Enhancing Brand Authenticity12 minutes
Progressive Reposition (Pivot 2)4 minutes
Innovating via Design Disruption4 minutes
Terminology: Repositioning, REVITALIZATION, REFRESHING, RELAUNCH?12 minutes
Co-created Innovations: What Role for the User?3 minutes
Case Example: Ottobock's Pivot from B2B to B2C6 minutes

1 assignmentTotal 16 minutes

Brand Relevance and Cultural Positioning16 minutes

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.

What's included

1 video5 readings1 assignment

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.

What's included

1 video7 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

7 readingsTotal 56 minutes

Introduction3 minutes
What is Global Branding?7 minutes
Globalization and Brand Strategy13 minutes
Glocalization and Brand Strategy7 minutes
Deterritorialization and Brand Strategy11 minutes
Protecting the Brand: Counterfeiting and Co-creation6 minutes
Section Summary9 minutes

1 assignmentTotal 16 minutes

Globalization and Branding Fundamentals16 minutes

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.

What's included

1 video7 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

7 readingsTotal 68 minutes

Introduction6 minutes
Two Approaches to Understanding Ethical Challenges in Markets8 minutes
Branding Ethics: Normative vs. Positive Approaches7 minutes
A Contextual Approach to Brand Ethics13 minutes
Brand Purpose8 minutes
Ethical Challenges and Brand Co-creation18 minutes
Section Summary8 minutes

1 assignmentTotal 16 minutes

Ethics and Brand Purpose in Modern Marketing16 minutes

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.

What's included

1 video6 readings1 assignment

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Instructor

Sage Instructors

Sage Publications

53 Courses1,415 learners

Offered by

Sage Publications

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