Advanced Brand Management: Branding, Branding Strategy 2021

MBA-Level Branding Guide: Brand Management, Branding Strategy, Business Branding, Business Branding Success Formula

What you’ll learn

  • Understand branding at an MBA level


  • Moderate level of understanding marketing and branding


Brand Management

Top MBAs are expensive, time-consuming, and extremely difficult to get into. My goal with this course is to give you an MBA level of understanding business branding. Learn from a former Global Brand Manager at Sony with a Kellogg MBA.

If you sell marketing services, this gives you a sophisticated edge over other marketers. If you’re a marketing manager, this gives you a strategic understanding of the role of branding.

This course focuses specifically on branding – both brand strategy and brand tactics such as design. This is not a course on advertising, marketing strategy at large, graphic design, or digital marketing. This course is built on my personal experience developing and marketing brands, my academic experience, and research from myself and others. I’ll dispel commonly held myths about branding and give you a solid, reliable resource for understanding brands.   

– Case study on the luxury brand Lacoste and the role that successful brand managers can play

– My hands-on experience in managing some of the top global brands

– Brand management lessons that apply to business-to-consumer and business-to-business brands

– How to drive word-of-mouth for your brand using highly efficient marketing tactics and strategies

– How to penetrate a new market quickly to build brand credibility

– How to leverage associations to establish a brand that has no credibility

– How to develop a brand marketing strategy

Branding success starts with this condensed branding guide, a mini MBA in Branding, Brand Management, Branding Strategy, and Business Branding. This is a short formula for branding success.

Branding | Branding Strategy | Branding Success | Brand Management | Branding Guide | Big Brand Strategies | Employer Branding | Business Branding

Who this course is for:

  • Marketers, marketing consultants, marketing managers

Course content

8 sections • 47 lectures • 2h 32m total lengthExpand all sections

Brand Management Lessons from Lacoste11 lectures • 43min

  • IntroductionPreview01:04
  • Key InfluencersPreview07:44
  • Assignment: Brand Partnerships00:13
  • Word of Mouth07:44
  • Word of Mouth2 questions
  • Brand Collaborations09:11
  • Brands Vs Products03:01
  • Consequential Word of Mouth06:33
  • Assignment00:05
  • Visual Identity Is More than a Logo03:33
  • How Does Your Brand Create Value?03:31
  • Assignment00:13

The Macro Level Business View of Brands2 lectures • 2min

  • Brands are not competitive advantagesPreview01:48
  • Branding is more important in some contexts than in others00:37

Brand Strategy8 lectures • 8min

  • Strategy00:29
  • Target market01:22
  • Personas01:20
  • Value proposition01:12
  • Customer value propositionPreview01:04
  • Quiz2 questions
  • Positioning, customer value, and campaign ideas01:25
  • 4Ps00:40
  • Changing a brand00:52

Brand Tactics10 lectures • 14min

  • Brand design02:52
  • Brand design example02:11
  • Logo evolution example00:51
  • Tactical evolution and sequels01:19
  • Brand sounds01:35
  • Brand sounds example00:31
  • Brand naming01:14
  • Motto / slogan00:55
  • Brand extensions01:21
  • Brand architecture01:37

Raising Brand Awareness6 lectures • 44min

  • Stages of Awareness03:41
  • Raising Awareness through Video06:38
  • Raising Brand Awareness with Facebook Advertising09:19
  • Awareness Campaign Example – B2B09:32
  • Reach & Frequency07:41
  • Repetition07:17

Important Branding Notes7 lectures • 33min

  • What Is a Brand Manager?06:27
  • Limitations of the 4Ps02:54
  • Marketing Small Vs. Large Companies07:04
  • Positioning03:16
  • Quiz1 question
  • Creative: Direct Response & Brand Marketing09:37
  • The consumer journey, go-to-market01:29
  • Research, metrics, and advertising02:12

B2B Branding2 lectures • 7min

  • Out of Market Buyers04:09
  • Quiz1 question
  • B2B Creative Branding02:33

Recommended Resources – Video1 lecture • 1min

  • Resources00:57


Dekker Fraser, MBA

Dekker Fraser, MBA Marketing Executive | Startups to Fortune 100 | Kellogg MBA

  • 4.4 Instructor Rating
  • 1,571 Reviews
  • 68,334 Students
  • 30 Courses

Management Experience

• Global Product Marketing Manager for Sony PlayStation

• Vice President of Marketing for Talkatoo

• Senior Product Marketing Manager for Webgility

• Product Marketing Manager for Rocket Lawyer (Google-backed)

• Director of Marketing for Ironclad Games / Flame Design

• SaaS Marketing Consultant


• MBA in Marketing from Northwestern University – Kellogg School of Management

• Leadership Essentials from Columbia Business School

• Bachelor of Commerce from Mount Allison University

• Master’s and bachelor’s-level business courses at BI: Norwegian Business School

• Presidential Scholar at Saint Mary’s University

Academic & Volunteer Experience

• University MBA Program Advisor

• College Marketing Lecturer for Digital Marketing & Business Analytics

• Division Director and VP of Membership for Toastmasters International

• Board of Directors for a charity

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