Introduction to Brand Management

There are three ingredients every company needs for branding success: a brand manager, a brand, and the consumer. But how do these ingredients relate and what are they comprised of that makes them so important? This course will demonstrate how each ingredient reacts to the other in order to create a valuable, long-lasting brand. First, you will learn about the responsibilities of a brand manager, from conception of a brand to building, evaluating, and maintaining brand equity. Then, you will be introduced to a brief history of branding and its intended purpose. This also includes the elements of a great brand, and current trends in branding. Finally, you will recognize the components and intricacies that make up your consumer, how to appeal to the consumer, and one of the most important facts of all: how the consumer dictates your brand equity.By the end of this course, you will apply all of these ingredients and assemble a recipe of your own as a foundation for effective management of your brand.

This course is an overview for managers, brand managers and marketing personnel who wish to conceive, build, improve and maintain a successful brand identity for their products and company.