Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.


Strategic Brand Management with Advertising Week

AW Learn via FutureLearn


Create a well-defined, strategic brand identity and vision that lasts

A recent study found that 77% of consumers surveyed have stayed loyal to a specific brand for 10 years or more.

This two-week course will give you the brand management skills you need to implement a brand strategy that keeps your consumers coming back for more.

Discover the value of brand strategy

Almost every organisation has a brand or reputation that should be maintained.

On this course, you’ll learn how to identify a brand’s identity and formulate a defined brand strategy that aligns with consumer needs, emotions, and the competitive business environment.

Learn how Coca Cola built a brand worth $36.2bn alone

Using Coca Cola as a case study, you’ll discover why $36.2bn of Coca Cola’s $200bn net worth belongs to its brand alone – and how it did it.

Designing a strong brand identity requires honing and experimenting with your brand vision and mission.

You’ll develop your knowledge of key strategic branding tools and techniques to consider when curating a brand’s identity, including segmentation, targeting, and brand positioning.

Build a brand plan

Alongside the experts at Advertising Week, you’ll learn how to produce a brand essence framework which accurately represents your brand and its values.

Once you’ve honed your brand identity and strategy, you’ll learn how to model this strategy into a brand plan which resonates with your audience, as well as your organisation’s wider marketing goals.

This course is designed for anyone who wants to understand the basics of branding and brand management.

This includes marketers who are working on brands for the first time and those moving into a role in an organisation where brand management is important.


  • Exploring brand strategy
    • Welcome to brand strategy
    • Using segmentation, targeting and positioning
    • Reflect and discuss
  • Build your brand
    • Welcome to Week 2
    • Brand identity
    • Brand frameworks
    • The brand plan
    • Reflect and connect

Taught by

Ruth Mortimer


4 rating at FutureLearn based on 1 rating

Start your review of Strategic Brand Management with Advertising Week

Never Stop Learning.

Get personalized course recommendations, track subjects and courses with reminders, and more.