Brand Management: structured brand governance and strategy

Course overview

Description generated based on course syllabus and open data.

A comprehensive view of brand management covers brand structure, audience research, positioning, tone of voice, naming, identity, activity planning and effectiveness measurement. The material draws on cases from telecom, retail, IT and fashion.

Brand management: scope and key topics

• Brand strategy: audience research, competitive analysis, insights, positioning, ToV, naming, identity, roadmap.
• Brand effectiveness: metrics from awareness to loyalty, data collection tools, trend analysis.
• Brand campaigns: brief, creative concept, plans and budgets, teamwork and agencies, post-campaign analysis.

Brand management: who it suits and who it doesn’t

Suitable for

• Marketers seeking to systemize brand governance.
• Brand managers aligning strategy with business goals and communications.
• Entrepreneurs with marketing background refining value proposition and positioning.

Not suitable for

• Those seeking only basic SMM tools or one-off advertising tricks.
• Expecting ready-made templates without research and analytics.
• Relying on instant change without measurement and hypothesis testing.

Brand governance: problem → outcome (neutral scenario)

• Fragmented communications → aligned ToV and identity guidelines.
• Vague positioning → brand card with value, distinctiveness and proof points.
• No metrics → baseline measurement framework (awareness, consideration, preference, loyalty).
• Ad-hoc activities → campaign roadmap with priorities and evaluation criteria.

Brand management: comparison with alternatives

• Self-learning: flexible but uneven quality and gaps in effectiveness measurement.
• One-off workshops: focused yet lacking the full chain “strategy — communications — metrics”.
• Creativity without strategy: rapid ideas but risks of brand–audience mismatch.

Brand management learning outcomes (expected materials)

• Brand map: mission, vision, values, advantages, audience profile.
• Tone of Voice guide and naming principles.
• Operational roadmap of brand activities and basic brief templates.
• Set of metrics and an approach to regular brand effectiveness assessment.

Experts in brand management

• Avi Shchupak — Head of Marketing Communications at lifecell; brand relaunch practice.
• Anna Lebedieva — Global Talent Marketing Director at Intellias; research, strategy, identity.
• Kateryna Ohuriayeva — Marketing Director at Silpo; communication during war.
• Kateryna Kuzmenko — Co-founder of Smartass; personal brand and business impact.
• Mano Hloant — Brand leader at diadia; experience with Aurora, Etnodim, social initiatives.
• Oleksii Popov — Head of Digital Marketing, PrivatBank; large product ecosystems.