Back to course 'BUS631: Brand Management'

Topic outline

  • Unit 1: The Principles of Strategic Brand Management

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    Effective brand management is critical to maintaining the long-term profitability of products and services. In this unit, we will deconstruct the elements that combine to create a strong brand. The elements might not create a unique point of competitive advantage individually, but when combined, they build brand equity and architecture. Brands are among the most valuable assets of a company. A strong brand can significantly influence consumer purchasing decisions by communicating the value of and providing differentiation for products and services.

    Completing this unit should take you approximately 4 hours.

    • Upon successful completion of this unit, you will be able to:

      • evaluate how struggling brands can recover from declining competitive positioning;
      • create the blueprint for a multi-brand company's strategic plan;
      • analyze an iconic brand from the perspective of its commitment to ethical practices;
      • evaluate the basis of a multi-level consumer brand's strategic growth; and
      • analyze how a mature brand can grow consumer sales.

    • 1.1: Brand Management Strategic Models

      Becoming familiar with the relevant theories and models of branding can help managers make better branding decisions. There are growing challenges as well as opportunities in the process of branding with the arrival of many interactive communication tools that give consumers more control.

    • 1.2: Multi-brand Company's Strategic Plan Goal Setting

      A brand strategy is an essential element in the strategic marketing plan. For brand managers, the most successful brand strategy achievements can be measured in metrics like brand growth and dominant market share, which drive consumer loyalty. This section will provide an overview of the importance of strategic planning.

    • 1.3: Modeling Long-Term Brand Strategy

      While branding is both an art and a science, certain patterns and predictability of branding activities greatly increase the odds of success. In this unit, we will discuss models of strategic brand management, goal setting, and long-term strategies.

    • Unit 1 Study Resources

      This review video is an excellent way to review what you've learned so far and is presented by one of the professors who created the course.

    • Unit 1 Assessment

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        Unit 1 Assessment Quiz
        Students must
        Receive a grade

        Take this assessment to see how well you understood this unit.

        • This assessment does not count towards your grade. It is just for practice!
        • You will see the correct answers when you submit your answers. Use this to help you study for the final exam!
        • You can take this assessment as many times as you want, whenever you want.