Master in Branding, Brand Strategy and Brand Management

Course overview

Description generated based on course syllabus and open data.

The materials show how to combine branding, brand strategy, and brand management using examples from Apple, Coca‑Cola, and Volvo, alongside experience in building and growing consumer brands. Approaches to differentiation, consistency, and brand evolution over time are examined.

Who this branding, brand-strategy and brand-management course is for

Suitable for

• Marketers, brand managers, and product managers seeking to systematize brand-management knowledge.
• Entrepreneurs and founders shaping positioning and brand architecture.
• Strategists and identity designers aligning visual symbols with brand values.
• Analysts tracking brand equity metrics and communication impact.

Not suitable for

• Those expecting quick fixes without structured brand work.
• Those needing only product-management tools without brand-strategy context.

Problem → outcome in brand management

• Problem: brand blends with competitors.
  Outcome: clear positioning strategy and distinctive brand values.
• Problem: fragmented identity and communications.
  Outcome: principles for consistency and brand coherence across touchpoints.
• Problem: weak emotional connection with customers.
  Outcome: methods to build emotional engagement and brand advocacy.
• Problem: stagnation in product updates.
  Outcome: emphasis on innovation and disruptive strategies within brand strategy.

Comparison with alternatives: branding vs product management

• Brand management focuses on long-term value, brand equity, and symbols; product management on product lifecycle and features.
• Brand strategy defines meaning and distinctiveness; product strategy defines functional priorities and backlog.
• Brand consistency governs all touchpoints (communications, service, visual system); product approach governs releases and usage metrics.

What the program covers and outcomes in brand management

• Difference between brand management and product management; the role of brand strategy in growth.
• Cases from Apple, Coca‑Cola, Volvo and others as examples of systematic brand management.
• Excellence requirements: emotional bonds, coherence and consistency, innovation, customer centricity.
• Distinct brand values, iconic symbols, and identity principles.
• Brand advocacy and partnerships: communities, collaborations, ambassadors.
• Disruptive strategies and social responsibility as parts of modern brand strategy.
• Brand evolution over time: promise refresh, portfolio and brand architecture.

Formats and tools

• Positioning frameworks, brand-strategy blueprint, and KPI principles for brand equity.
• Practical examples from FMCG and tech brands to consolidate approaches.