There's a common saying: "The only thing constant in life is change." This is especially true when it comes to managing brands. Look at Coca-Cola and how it spawned several brand extensions such as Diet Coke and Cherry Coke. Then there was a brief, but widely publicized, brand crisis caused by New Coke, which resulted in the reintroduction of Coca-Cola Classic. This is an example of how, over time, new competitors come into the market, consumer tastes change, fashions come and go and even lifestyles change. How can you respond successfully? By being ready for change and having a plan of action. This course gives brand managers, and anyone involved in marketing, an awareness of the ongoing spectrum of issues involving brand management, as well as step-by-step strategies to help your brand survive--and even thrive--in a competitive market. So, what opportunities, influences and threats does your brand face? Lesson one explores making the most of your brand's potential by identifying the conditions needed for creating an effective and long-lasting brand extensions. You will also learn of other strategies to revitalize your brand by expanding brand awareness or by improving brand image. Then you will determining if your brand is avoiding the three major categories of branding pitfalls. Finally, you will use a RolePlay to negotiate a brand crisis using a comprehensive and effective three-step process. The second lesson of this course introduces you to the social, legal, and global domain of branding. It's up to you to steer your organization's brand clear of negative social implications by recognizing ethical dilemmas. You must be ever-vigilant to avoid action taken towards you by the FTC and any other legal complications that could bring harm to your brand. To help you to do this, you will practice identifying and solving potential legal problems with advertisements. The course concludes by allow you to use a specific decision-making process for the next logical step for your brand: globalization. By the end of the course, you will apply effective brand management practices to a variety of situations and make successful brand management decisions to increase your brand's upward momentum.
This course is for brand managers and marketing personnel who wish to implement strategies to build, improve, and maintain a successful brand identity for their products and company.
Expected Duration (hours)
Making the Right Decisions for Your Brand
recognize the benefits of effectively managing your brand's potential.
select the appropriate product conditions for creating an effective brand extension.
identify the strategies associated with the two methods for revitalizing interest in a brand.
apply the appropriate method to effectively revitalize consumer interest for a brand in a given scenario.
match the three types of branding pitfalls to appropriate examples.
identify the three steps and their associated purpose for effectively managing a brand crisis.
use the crisis management process to manage a brand crisis in a given scenario.
Ethical, Legal, and Global Branding Concerns
recognize the benefits of responding to ethical, legal, and global branding concerns.
match examples of potential ethical branding concerns to their appropriate category.
identify the six common types of potentially illegal forms of advertising according to the FTC.
evaluate an advertisement to recommend corrective actions based on areas of potential legal concern according to FTC guidelines.
identify the three steps and associated definitions for making a global branding decision.
apply the decision-making steps for introducing a brand into a global market in a given scenario.