Foundations of Brand Meaning and Equity

Foundations of Brand Meaning and Equity

This course is part of Brand Management Specialization

Instructor: Sage Instructors

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

5 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

5 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Explain the principles of branding and the co-creation of brand meaning
Analyze brand equity and its measurement using insights and data
Assess user-brand interactions to evaluate awareness and authenticity

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

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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
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There are 4 modules in this course

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.

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.

What's included

1 video9 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

9 readingsTotal 59 minutes

Introduction5 minutes
What Is a Brand?9 minutes
Who Co-creates Brand Meaning?4 minutes
A Short History of Brand Management11 minutes
Five Key Principles of Co-creating Meaningful Brands6 minutes
Psychology6 minutes
Media Studies4 minutes
Can Everything Be Branded?6 minutes
Section Summary8 minutes

1 assignmentTotal 16 minutes

Exploring the Evolution and Significance of Branding16 minutes

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.

What's included

1 video8 readings1 assignment

1 videoTotal 1 minute

Overview1 minute

8 readingsTotal 66 minutes

Introduction4 minutes
Changes in Our Understanding of Users and Brands9 minutes
Eight Approaches to Brand-meaning Management15 minutes
The Value of Brands to Users8 minutes
Co-creation and the Centrality of Authenticity5 minutes
Being Oneself vs. Fitting In: Why Users Seek Authentic Brands8 minutes
Being Authentic: Three Strategies for Brand Managers5 minutes
Section Summary12 minutes

1 assignmentTotal 16 minutes

Brand User Dynamics and Consumer Insights16 minutes

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.

What's included

1 video6 readings1 assignment

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.

What's included

1 video10 readings1 assignment

1 video

Overview0 minutes

10 readingsTotal 75 minutes

Introduction4 minutes
How Do We Measure Brand Equity?5 minutes
Measuring Brand Awareness5 minutes
Measuring Brand Associations7 minutes
Qualitative Approaches19 minutes
Quantitative Approaches5 minutes
Tracking Customers' Use of the Brand8 minutes
Measuring Brand Authenticity9 minutes
Monitoring the Fringe4 minutes
Section Summary9 minutes

1 assignmentTotal 16 minutes

Data, Insights, and Measurement Fundamentals16 minutes

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Instructor

Sage Instructors

Sage Publications

53 Courses1,415 learners

Offered by

Sage Publications

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To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.

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