Natlage - Micro-Learning Programs

About Course

The Brand Management Essentials course provides a comprehensive foundation for understanding the core principles and strategies behind building, managing, and sustaining a successful brand. It is a self-paced learning course designed for individuals aiming to enhance their knowledge of branding and for businesses looking to create impactful brand strategies.

Course Content

Fundamentals of Brand Management
This course provides a comprehensive overview of brand management, equipping participants with the knowledge and skills to build, maintain, and grow successful brands. The course explores the strategic importance of branding in today’s competitive marketplace and highlights how strong brands create value for businesses and their customers.

Understanding Brand Fundamentals – What is Brand Management?

05:10
Definition of a Brand Manager
MOTIVATION – NO EXCUSES!

03:20
The Art & Science of Brand Management
The Importance of Brand Management in Business Success
Case Study – The Turnaround of Nike’s Brand Management
[TIME-LAPSE] TAKE A BREAK

02:07
Quiz: Introduction to Brand Management
[Assignment 1] The Importance of a Brand/Brand Management
[Assignment 2] Good or Poor Brand Management

Understanding Brand Equity vs Brand Value
This module helps learners understand the importance of brand equity and value in building and sustaining a successful brand, and how these concepts translate into competitive advantage and financial success.

What is Brand Equity?

14:12
Tools to Measure Brand Equity
[MOTIVATION] LION MENTALITY

03:07
Article: Factors That Drive Brand Value
Case Study: Understanding Coca-Cola’s Brand Value
[TIME-LAPSE] TAKE A BREAK

01:31
Quiz: Brand Equity vs Brand Value
[Assignment 1] Brand Equity vs Brand Value
[Assignment 2] Practical Application of Brand Equity Measurement Tools

Brand Positioning and Identity Management
This module will cover the following topics: aligning brand positioning with market needs,managing brand identity (logo, colours, voice, and messaging) and ensuring brand consistency across channels

What is Brand Positioning?
Case Study – Starbucks

02:55
Article: Aligning Brand Positioning with Market Needs
[MINDFUL BREATHING EXERCISE] TAKE A BREAK

02:21
[Assignment 1] Brand Positioning
Article: What is Brand Idenity?
Case Study: How Brand’s Influence Consumer Buying Decision

05:35
[TIME-LAPSE] TAKE A BREAK

01:37
[Assignment 2] Managing Brand Identity
Case Study: Ensuring Consistency Across All Channels in Brand Positioning
[Bonus Assignment] Practical Application (Optional)

Managing Brand Communication
This module will cover the following topics:creating and executing a communication plan,leveraging social media and storytelling for brands.

Article: The Importance of Brand Communication
Case Study: The Morbid Origins of Nike’s Successful Marketing Strategy

09:04
[INTERLUDE] THE ART OF COMMUNICATION

01:58
[Assignment 1] Crafting a Communication Plan
How to Leverage Social Media to Build Brand Loyalty

03:09
The Importance of Brand Storytelling: Building Emotional Connections and Driving Success
[TIME-LAPSE] TAKE A BREAK

02:30
Case Study: Coca-Cola Social Media Guard Campaign

01:50
[Assignment 2] Create Your Own Social Media/Digital Marketing Campaign

Brand Performance and Measurement
In this module learners will understand:what is brand performance and why is it critical for business,brand performance metrics, tools for measuring brand awareness and customer loyalty, setting KPIs for brand management and analysing brand performance data

What is Brand Performance and Why is it Critical for Business?
Case Study: Impact of ‘Share a Coke’ campaign on Coca-Cola brand perfromance

05:40
[MOTIVATION] BELIEVE IN YOURSELF!

03:45
Tools for Measuring Brand Awareness and Customer Loyalty

03:09
[Assignment 1] Brand Metrics and Tools to evaluate brand performance
[TIME-LAPSE] TAKE A BREAK!

03:37
Importance of setting KPI’s for brand perfromance & evaluating brand health

02:27
[Assignment 2] Designing a KPI Framework for a Chosen Brand and Brand Health

Brand Crises and Rebranding Strategies
In this module the learning outcomes will be: identifying and managing brand crises,strategies for rebranding without losing equity and lessons from successful and unsuccessful rebranding efforts.

Identifying and Managing Brand Crises: A Comprehensive Guide
Case Study:Starbucks’ Racial Bias Incident (2018)

01:22
[MOTIVATION] WAKE UP!

02:25
[Assignment1] Managing Brand Crisis
Article : How to Handle a PR Crisis
Case Study:Toyota’s Recall Crisis (2009-2010)

02:15
[INTERLUDE] TAKE A BREAK!

01:42
[Assignment 2] PR/Crisis Response Statement
Article: Strategies for Rebranding Without Losing Brand Equity
Case Study- Dunkin Donuts Rebranding Success Story

03:53
[MOTIVATION] FINISH LINES

03:21
[Assignment 3] Developing a Rebranding Strategy for a Fictional Brand

Student Ratings & Reviews

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About Course

What Will You Learn?

Course Content

Understanding Brand Fundamentals – What is Brand Management?

Definition of a Brand Manager

MOTIVATION – NO EXCUSES!

The Art & Science of Brand Management

The Importance of Brand Management in Business Success

Case Study – The Turnaround of Nike’s Brand Management

[TIME-LAPSE] TAKE A BREAK

Quiz: Introduction to Brand Management

[Assignment 1] The Importance of a Brand/Brand Management

[Assignment 2] Good or Poor Brand Management

Understanding Brand Equity vs Brand Value This module helps learners understand the importance of brand equity and value in building and sustaining a successful brand, and how these concepts translate into competitive advantage and financial success.

What is Brand Equity?

Tools to Measure Brand Equity

[MOTIVATION] LION MENTALITY

Article: Factors That Drive Brand Value

Case Study: Understanding Coca-Cola’s Brand Value

[TIME-LAPSE] TAKE A BREAK

Quiz: Brand Equity vs Brand Value

[Assignment 1] Brand Equity vs Brand Value

[Assignment 2] Practical Application of Brand Equity Measurement Tools

Brand Positioning and Identity Management This module will cover the following topics: aligning brand positioning with market needs,managing brand identity (logo, colours, voice, and messaging) and ensuring brand consistency across channels

What is Brand Positioning?

Case Study – Starbucks

Article: Aligning Brand Positioning with Market Needs

[MINDFUL BREATHING EXERCISE] TAKE A BREAK

[Assignment 1] Brand Positioning

Article: What is Brand Idenity?

Case Study: How Brand’s Influence Consumer Buying Decision

[TIME-LAPSE] TAKE A BREAK

[Assignment 2] Managing Brand Identity

Case Study: Ensuring Consistency Across All Channels in Brand Positioning

[Bonus Assignment] Practical Application (Optional)

Managing Brand Communication This module will cover the following topics:creating and executing a communication plan,leveraging social media and storytelling for brands.

Article: The Importance of Brand Communication

Case Study: The Morbid Origins of Nike’s Successful Marketing Strategy

[INTERLUDE] THE ART OF COMMUNICATION

[Assignment 1] Crafting a Communication Plan

How to Leverage Social Media to Build Brand Loyalty

The Importance of Brand Storytelling: Building Emotional Connections and Driving Success

[TIME-LAPSE] TAKE A BREAK

Case Study: Coca-Cola Social Media Guard Campaign

[Assignment 2] Create Your Own Social Media/Digital Marketing Campaign

Brand Performance and Measurement In this module learners will understand:what is brand performance and why is it critical for business,brand performance metrics, tools for measuring brand awareness and customer loyalty, setting KPIs for brand management and analysing brand performance data

What is Brand Performance and Why is it Critical for Business?

Case Study: Impact of ‘Share a Coke’ campaign on Coca-Cola brand perfromance

[MOTIVATION] BELIEVE IN YOURSELF!

Tools for Measuring Brand Awareness and Customer Loyalty

[Assignment 1] Brand Metrics and Tools to evaluate brand performance

[TIME-LAPSE] TAKE A BREAK!

Importance of setting KPI’s for brand perfromance & evaluating brand health

[Assignment 2] Designing a KPI Framework for a Chosen Brand and Brand Health

Brand Crises and Rebranding Strategies In this module the learning outcomes will be: identifying and managing brand crises,strategies for rebranding without losing equity and lessons from successful and unsuccessful rebranding efforts.

Identifying and Managing Brand Crises: A Comprehensive Guide

Case Study:Starbucks’ Racial Bias Incident (2018)

[MOTIVATION] WAKE UP!

[Assignment1] Managing Brand Crisis

Article : How to Handle a PR Crisis

Case Study:Toyota’s Recall Crisis (2009-2010)

[INTERLUDE] TAKE A BREAK!

[Assignment 2] PR/Crisis Response Statement

Article: Strategies for Rebranding Without Losing Brand Equity

Case Study- Dunkin Donuts Rebranding Success Story

[MOTIVATION] FINISH LINES

[Assignment 3] Developing a Rebranding Strategy for a Fictional Brand

Student Ratings & Reviews

Understanding Brand Equity vs Brand Value
This module helps learners understand the importance of brand equity and value in building and sustaining a successful brand, and how these concepts translate into competitive advantage and financial success.

Brand Positioning and Identity Management
This module will cover the following topics: aligning brand positioning with market needs,managing brand identity (logo, colours, voice, and messaging) and ensuring brand consistency across channels

Managing Brand Communication
This module will cover the following topics:creating and executing a communication plan,leveraging social media and storytelling for brands.

Brand Performance and Measurement
In this module learners will understand:what is brand performance and why is it critical for business,brand performance metrics, tools for measuring brand awareness and customer loyalty, setting KPIs for brand management and analysing brand performance data

Brand Crises and Rebranding Strategies
In this module the learning outcomes will be: identifying and managing brand crises,strategies for rebranding without losing equity and lessons from successful and unsuccessful rebranding efforts.