THE SECRET POWER OF BRANDS

• How brands work: the role brands play in our lives, how brands have changed over time, how brands make a commercial and social impact
• How brands are managed: the branding industry, the changing world of brand management, managing multiple brands
• How brands get defined: how brands begin, the aims and shape of a branding project, techniques for defining what a brand wants to stand for
• 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: the idea of the brand-led business, the four quadrants of brand action, the role of brand in innovation and change
• Where brands are going next: the future of brands, your personal brand, ways to continue the journey.

By the end of the course, you'll be able to:

• Explain what a brand is, and how it influences people’s actions
• Describe the shape, and the changing dynamics, of the branding industry
• Start to build a brand by defining a sense of purpose
• Evaluate the role of design in branding, and the four dimensions on which it works
• Assess the advantages and techniques of brand-led management
• Imagine the future of branding, and start to build your personal 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.