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

University of East Anglia

The Secret Power of Brands

University of East Anglia via FutureLearn


Brands are the most potent commercial and cultural force on the planet. Think McDonald’s, Apple, Manchester United, Tate, Google or Harry Potter. Get under the skin of such brands, and ask how and why they become so powerful.

The University of East Anglia has teamed up with influential brand consultancy Wolff Olins to bring you this course, led by renowned consultant Robert Jones.

You’ll learn from practitioners at companies like Virgin and Google. You’ll get a rich mixture of theory and practical tools as well as insights and methods from the converging worlds of technology, design and brand.

If you’re developing a career in branding -­ or if you work in a related area, like strategy, marketing or innovation -­ this course is for you. It will support your professional development, and also provide you with a taste of what taking a Masters in branding or brand management would be like.


  • How brands work
    • Welcome on board
    • Defining brand
    • How brands make an impact
  • How brands are managed
    • The branding industry
    • The changing world of brand management
    • Managing multiple brands
  • How brands get defined
    • How brands begin
    • Brand projects
    • Defining a brand
  • How brands get designed
    • Great brand design
    • The four dimensions of brand design
    • The fluid processes that lead to great brand design
  • How brands drive organisations
    • Brand-led
    • The four quadrants
    • Brand, innovation and change
  • Where brands are going next
    • The future of brands
    • Your personal brand
    • The journey continues

Taught by

Robert Jones


3.1 rating, based on 7 Class Central reviews

4.8 rating at FutureLearn based on 54 ratings

Start your review of The Secret Power of Brands

  • Anonymous
    This course is a guide to how brand management works and how to make a (quite comprehensive) brand brief. It's oriented to marketing students/recent graduates or even entrepreneurs, but not necesarily to graphic designers since -excepting a few lessons- it's mostly marketing and organizational theory.
  • This is an okay course. I don't remember much else cause I completed it a long time ago. But I think it's not bad
  • Zhongji Hu
  • Anonymous
  • Cristina Cotofana

Never Stop Learning.

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

Someone learning on their laptop while sitting on the floor.