Brand Management and Marketing Strategy

The fundamentals of building strong B2C brands

4.60 (73 reviews)
Udemy
platform
English
language
Branding
category
376
students
5 hours
content
Sep 2021
last update
$44.99
regular price

What you will learn

Learn Sales ,Trade Marketing and Distribution system of consumer goods

Introduction to Consumer research and Media planning

Learn to how to write a brand concept and develop a brand positioning

Learn how to create engaging communication based on consumer insights

Learn to decode ads and understand the marketing strategy behind it.

Learn the process of developing consumer tested video communication

Learn to evaluate advertising options as a brand manager

Learn how to select the right media vehicle for your brand communication

Learn Brand health evaluation techniques and corresponding actions

Description

This course covers the fundamentals of brand management and marketing strategy of consumer goods.

We start with the basics of sales and distribution of consumer goods. This is important to understand the overall industry and hence look at the role of a brand manager with that context.

We cover the key roles in marketing i.e Consumer research, Media planning and Brand Management.

We then look at how to create a brand positioning by writing a brand concept and using a positioning framework.

Once we've established the brand positioning we use the same to create brand communication.
We not only look at the process of creating brand communication but also what gets some brand to create consistently good communication while others struggle to do so.

We then learn how to evaluate a brand communication, internally as well as using consumer research.

We then move on to learn about the different media vehicles and their unique properties. This helps us answer which media vehicle would be better suited to our brand and message.

We wrap up the course with a look at how brand health is measured. Once we're able to identify the strength and weakness of our brand with consumers, we can take the learning and apply the techniques that we've learnt in the previous sessions.

Content

Introduction

Introduction

Sales and Trade Marketing

Sales and distribution
Trade Marketing

Consumer Research and Media Planning

Consumer Research
Media planning and Brand Management

Brand Positioning

Concept Writing
Journey of a Brand

Media vehicles and their unique properties

Media Vehicles

Communication development and evaluation

Communication Evaluation
Communication testing and development

Brand Health evaluation

Brand Health evaluation

Screenshots

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Reviews

Thabo
July 25, 2022
It is a good match but I have trouble understanding what the lecturer is saying because of the accent barrier.
Anup
February 27, 2022
excellent content for students and professionals who want to make their careers in FMCG brand management
Reema
September 26, 2021
The professor is explaining each concept so clearly and in a simple way. Thanks for elaborating each topic.

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4298104
udemy ID
9/14/2021
course created date
9/30/2021
course indexed date
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