Building and Sustaining Strong Brands

Building and Sustaining Strong Brands

This course is part of Brand Management Specialization

Instructor: Sage Instructors

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3 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Create and launch new brands using research, positioning, and naming frameworks
Ensure brand consistency through audits and integrated communication strategies
Manage brand growth with extensions, co-branding, and portfolio optimization

Skills you'll gain

Details to know

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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 3 modules in this course

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.

This module guides learners through the essential steps of building a new brand, from foundational research and positioning to internal and external brand launches. Participants will explore strategies for defining brand elements, conducting positioning research, and articulating a compelling brand identity. By the end, learners will understand how to create, launch, and assess a brand that aligns with organizational goals and user needs.

What's included

1 video8 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

8 readingsTotal 67 minutes

Introduction5 minutes
"New to World" vs. "New to Firm"10 minutes
Building Brand Foundations4 minutes
Brand Launch and Assessment5 minutes
Research for Positioning21 minutes
Brand Names, Logos, and Elements7 minutes
Articulating the Position5 minutes
Section Summary10 minutes

1 assignmentTotal 16 minutes

Brand Creation and Strategic Positioning16 minutes

This module explores strategies for maintaining brand consistency by aligning internal operations with external communications. Learners will discover tools such as brand audits and integrated marketing communications to ensure authentic and credible brand messaging. The module also covers how to craft compelling brand experiences and communicate brand value effectively to stakeholders.

What's included

1 video10 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

10 readingsTotal 80 minutes

Introduction9 minutes
Internal Consistency6 minutes
Brand Audits9 minutes
Internal Branding6 minutes
Communicating Externally11 minutes
Brand Building: Strategic Goals of Communications9 minutes
Integrated Marketing Communications12 minutes
Crafting the Brand Experience4 minutes
Authenticating Strategies and Cues4 minutes
Section Summary10 minutes

1 assignmentTotal 16 minutes

Brand Consistency and Communication Strategies16 minutes

This module explores the financial and strategic considerations involved in expanding brands, including evaluating brand extension opportunities, managing risks of brand dilution, and structuring brand portfolios. Learners will examine different types of brand extensions, co-branding strategies, and the principles of brand architecture to support sustainable brand growth.

What's included

1 video11 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

11 readingsTotal 68 minutes

Introduction6 minutes
Exploiting the Brand3 minutes
Brand Extensions10 minutes
Line vs. Category Brand Extensions9 minutes
Why Not Develop a New Brand? Plusses and Minuses of Brand Extensions5 minutes
Co-branding and Brand Alliances5 minutes
Brand Architecture: Managing Brand Portfolios5 minutes
The Brand Relationship Spectrum6 minutes
A Branded House6 minutes
Acquiring New Brands: Using Architecture to Bring Brands into the Fold4 minutes
Section Summary9 minutes

1 assignmentTotal 16 minutes

Brand Growth and Strategy Analysis16 minutes

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Instructor

Sage Instructors

Sage Publications

53 Courses1,415 learners

Offered by

Sage Publications

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