Brand Management and Marketing Strategy

Great brands aren't accidents — they're the result of deliberate choices about positioning, identity, and consistent execution over years, not single campaigns. In this course, you'll learn how to define a brand's positioning and personality, how to translate that positioning into consistent visual and verbal identity, and how to connect brand strategy to the broader marketing mix so that campaigns reinforce rather than dilute the brand. You'll also learn how brands evolve and are managed over time, including how to handle brand extensions, repositioning, and reputational challenges. By the end, you'll be able to write a basic brand positioning statement, critique a brand's consistency across touchpoints, and explain how strategic brand decisions support long-term business value.