Branding & Brand Management with Dekker: Branding Strategy+

Branding Guide MBA Level : Brand Management, Branding Strategy, Brand Building | #1 Branding Course from top MBA F100 XP

4.37 (1172 reviews)
Udemy
platform
English
language
Branding
category
68,290
students
11 hours
content
Feb 2024
last update
$89.99
regular price

What you will learn

MBA Level Branding

Branding

Brand Management

Branding Strategy

Brand Tactics

Luxury Brand Management

Fashion Branding

B2B Branding

B2C Branding

How to Grow Your Brand

Description

Top MBAs are expensive, time-consuming, and extremely difficult to get into. My goal with this course is to give you an MBA level of understanding of branding and brand management. Learn from a former Global Brand Manager at Sony PlayStation who studied brand management at Philip Kotler's Kellogg School of Management and has helped countless startups with their branding.

If you sell marketing services, this gives you a sophisticated edge over other marketers. If you’re a marketing manager, this gives you a strategic understanding of the role of branding. If you're a founder, this course will show you how to catapult your company to fame.

This course focuses specifically on branding, brand marketing, and brand management. This is not a general course on marketing. I'll lay out all the foundations of brand strategy and brand tactics, while exploring several case studies both from my hands-on experience as well as my research.

This course is built on my personal experience developing and marketing brands, my academic experience, and branding research from myself and others. I’ll dispel commonly held myths about branding and give you a solid, reliable resource for understanding brands so you aren't relying on flaky Internet resources.

  • Case study on the luxury brand management & fashion marketing leader Lacoste

  • Key lessons in fast brand growth, such as the substantial role of influencer marketing & branding partnerships

  • My hands-on experience in managing some of the top global brands across the USA, UK, Japan, and Canada

  • FMCG / CPG brand management considerations

  • B2B brand management drivers

  • Brand management lessons that apply to business-to-consumer and business-to-business (B2B) branding

  • How to drive word-of-mouth for your brand using highly efficient branding tactics and strategies

  • How to enhance key outcomes such as brand awareness, revenue, excess share of voice, reach, and frequency--both conceptually and through advertising channels such as Facebook and LinkedIn

  • How to penetrate a new market quickly to build brand credibility and awareness

  • How to leverage associations to establish a brand that doesn't yet have credibility

  • How to develop a comprehensive branding and brand marketing strategy

    Key branding sections:

  • How Brands Grow

  • Brand Management Lessons from Lacoste

  • Branding Strategy

  • Branding Tactics

  • Macro Business Perspective of Branding

  • Raising Brand Awareness

  • B2B Branding

  • Personal Branding

Branding success starts with this course, which serves as a branding guide and mini MBA in branding, brand management, brand marketing, branding strategy, branding success, big brand strategies, and business branding.



Content

Introduction

Introduction

The macro business view of brands

Brands are not competitive advantages
Branding is more important in some contexts than in others

Brand strategy

Strategy
Target market
Personas
Value proposition
Customer value proposition
Positioning, customer value, and campaign ideas
4Ps
Changing a brand

Brand tactics

Brand design
Brand design example
Logo evolution example
Tactical evolution and sequels
Brand sounds example
Brand sounds
Brand naming
Motto / slogan
Brand extensions
Brand architecture
The consumer journey, go-to-market
Research, metrics, and advertising

Recommended Resources - Video

Resources

Screenshots

Branding & Brand Management with Dekker: Branding Strategy+ - Screenshot_01Branding & Brand Management with Dekker: Branding Strategy+ - Screenshot_02Branding & Brand Management with Dekker: Branding Strategy+ - Screenshot_03Branding & Brand Management with Dekker: Branding Strategy+ - Screenshot_04

Reviews

Sachin
November 17, 2023
it was an amazing course. by the end of the course i had got an amazing knowledge about brand and how to grow it. I recommend this course
Tuana
October 25, 2023
There are several reasons why this course making it to the top had me questioning the reality of the reviews. the course content is overly-theoritical and too basic. There're no real chances for us to apply what we are learning. It's hard to get any insights from it. Such a course would've better been taught by working on a sample brand, while making us discover what works and what doesn't by showing real-life examples and theories. In fact, this course does the exact thing it promised not to do: teach branding principles only theoretically without letting us know how to use them. P.S.: As an experienced graphic designer and an experienced voluntary teacher, the graphics and the delivery tone of the teacher are the kind that would kill your spark. Mr. Fraser, I appreciate your work and effort, take my review as constructive feedback and I hope that we see better courses on Udemy.
Paulo
July 18, 2023
I recently had the opportunity to take the course "Branding & Brand Management: Branding Strategy Brand Tactics," and I feel compelled to share my honest feedback. While the course provided some valuable insights into branding, I must admit that I found certain aspects to be outdated and the delivery of the professional less captivating than I had hoped. First and foremost, some of the visions presented in the course felt stuck in the past. In today's fast-paced and ever-evolving business landscape, it is crucial for branding courses to stay up-to-date with the latest industry trends and emerging practices. Unfortunately, this course seemed to lack that essential element, leaving me questioning the relevance of some of the concepts and strategies taught. Additionally, the professional delivering the course failed to captivate my attention throughout the sessions. Effective teaching goes beyond simply sharing knowledge; it involves engaging the audience, sparking curiosity, and inspiring learners to explore and push their boundaries. Regrettably, the instructor's presentation style fell short in this regard, leaving me feeling disconnected and less enthusiastic about the subject matter. While the course did cover the fundamentals of branding strategy and tactics, I believe there is room for improvement in terms of content selection and instructional approach. Updating the curriculum with more cutting-edge examples, case studies, and real-world applications would greatly enhance the learning experience and provide students with the tools they need to thrive in today's competitive branding landscape. Furthermore, incorporating more interactive elements such as group discussions, practical exercises, and real-time feedback would create a more engaging and immersive learning environment. By fostering active participation and encouraging critical thinking, the course could empower students to apply their newfound knowledge effectively. In conclusion, "Branding & Brand Management: Branding Strategy Brand Tactics" had its merits in terms of covering the basics of branding. However, the outdated visions presented and the lack of captivation from the professional delivering the course left me feeling underwhelmed. I believe there is substantial room for improvement to make the course more relevant, engaging, and impactful for aspiring brand strategists and marketers.
Morris
July 12, 2023
I loved this course. It expanded my view on things branding and brand management. I really appreciate this course!
Celine
July 3, 2023
it would be good to get the course in reading material format as well as it's diificult to remember all the content if you don't write it down.
Marina
June 26, 2023
Great and very helpful course, I learned a lot and would really recommend it to everyone in marketing.
Elmer
June 25, 2023
Thanks so much for the amazing organization of the course . every thing was fully explained in an easy way, it made it easy to understand and practice
Miguel
June 21, 2023
The course is amazingly well planned. I am learning a lot really....so glad I signed up for this program.
Dominique
May 8, 2023
There are some interesting elements in this course and it helps to think of some strategies you can apply to your own business/work. However, 2 hours on personal branding is too much for this course. There should also be more time to go through a variety of cases rather than always discussing the same ones.
Khodani
May 5, 2023
This course was a good match for my work and i also gain more knowledge and experience regarding Branding strategy. It was very useful to me.
TAN
April 13, 2023
the brand example looked like advertisement in the 1970's. They were not attractive now (in 21st century). Hesitate to proceed further with the course.
Ifeoma
April 5, 2023
The course was so poorly structured. The content of each section and the sections themselves don't have any overarching intention, they almost seem unrelated. The video following another seems to be related to another topic entirely without any introduction or it's an elongated and unnecessary repetition of a previous video. The course could easily do without at least a third of the content, one reason being that it could be a lot more concise. The case studies as well seem ill placed and, once again, almost unrelated to the previous videos. They would do much better with an introduction as well as a disclaimer of the larger purpose of the case study at the onset. There is definitely some meaningful content in this course, but I think it was very poorly articulated and therefore its difficult for it to have impact. I am quite disappointed and expected much more direction than what was presented. It felt like a hodge-podge of information which I am now left to decipher and organise before I can even apply it empirically.
Florence
April 4, 2023
Taking this course has really helped me to advance in my Brand strategy knowledge as a brand strategist and it has increased my capacity. The lessons where purely practical and relatable.
Tarun
March 16, 2023
Learn the various aspects of Brand and Branding for both online and offline mediums. This help us to grow in a professional life.
Connor
March 15, 2023
In-depth and easy to digest content, took more notes than in any course I've done. Great resource recommendations also, highly recommend.

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1263110
udemy ID
6/21/2017
course created date
11/22/2019
course indexed date
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course submited by