$ 97.00   USD
  • Course Code:  OLL07

  • Term:  Open

  • Open for Enrollment

  • Self-paced

  • Course Author(s)
    Oxford Learning Lab

Original Price:   $ 97.00   USD
Brand management

Brand Management: Build Successful Long Lasting Brands



  • Default user
    Oxford Learning Lab



Brand Management: Build Successful Long Lasting Brands


What companies like Apple, Facebook, Coca-Cola, Mercedes, Armani have in common?


They are recognized as Brands able to deliver something people love: a superior product experience compare to their competitors.


Brand Management: Build Successful Brands will teach you step-by-step how to create amazing brands that are worth money.


The course is led by International Tought Leader on Brand Strategy Prof. Leslie de Chernatony, best seller author and professor in leading Universities.


This course start with the foundations of brand management. It will open by considering some of the issues involved in nurturing brands. To manage brands effectively there needs to be consensus about the nature of the brand in question. As brands are intangible assets a framework will be presented to characterize the nature of a brand. One of the problems is that an inconsistent approach to supporting the brand may result, so a framework to manage this will be discussed. Ways of building more emotion into a brand will be explored.


Effective brand strategy necessitates taking a pan-company perspective to understand the organization's competencies, identify new opportunities and leverage the advantage of corporate culture to deliver the brand promise. Brand success does not result just from focusing on customers, but rather from adopting a more balanced perspective by addressing stakeholders. In an era when it is easy to copy what a brand can deliver (functional values) it is more difficult to copy how the brand is delivered (emotional values). This session will address how by looking inside and outside an organization brands can grow and be sustained. It will open by presenting a model to strategically grow and sustain brands, "From brand vision to brand evaluation". After explaining the model, the different elements of the model will be explored to show how the model can be used to develop valuable brands.


What are the requirements?


Basic Marketing and Business Knowledge


What am I going to get from this course?


Over 39 lectures and 5.5 hours of content!

Plan successful brand

Grow your brand

Learn how to brand 360 degrees

Develop a Valuable and Lasting Brand


What is the target audience?


marketing managers

brand managers

marketing students

business owners

start-up companies




Oxford Learning Lab, Professional Marketing Courses by Top Experts


Oxford Learning Lab is an online provider of Marketing & Business Strategy education.


All the courses have been created under the supervision of Oxford College of Marketing, a Chartered Institute of Marketing (CIM) centre of excellence. Each course has been developed in collaboration with leading experts who have a proven academic or consultancy experience in their field. You can find them working on MBA and University programs with establishments like Wharton, Madrid, Cranfield, Warwick , Aston and Portsmouth to mention just a few. Some of them consult for FTSE 100 and Fortune 500 companies.


Our courses have been created to help you to quickly grasp complex marketing concepts, from Marketing Planning and Segmentation to Social Media Marketing and Analytics, to mention a few.


All the courses are divided into byte-size chunks of information which are easy to absorb. This means if you do not have enough time, you will find that by dipping in and out of the videos a few minutes each day, whenever you can, your understanding of marketing will be transformed.


Instructor Biography


Leslie de Chernatony


Leslie is Professor of  Brand Marketing at Universita della Svizzera italiana, Lugano, Switzerland, Honorary Professor of Brand Marketing at Aston Business School, UK and Managing Partner of Brands Box Marketing & Research Consultancy. Having made a significant contribution to advancing knowledge about brand management, he now bridges the advancement of brand knowledge in his academic role with the application of brand knowledge in his consultancy role. His cutting edge work on strategically building brands has helped many organisations develop more effective brand strategies. Leslie’s research on brand marketing is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes.


Both the Chartered Institute of Marketing and the Market Research Society recognized his contribution to advancing knowledge about strategic brand management by honouring him with Fellowship status. He is also a Freeman of the Worshipful Company of Marketors. Leslie's work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences. Winning several major research grants helped him and his team investigate factors associated with brand success. He sits on the Editorial Boards of numerous journals. Leslie held a Visiting Professorship at the Madrid Business School and is Visiting Professor at Thammasat University, Bangkok. A firm advocate of the need for managers to benefit from his work on brand marketing, he has run many highly acclaimed management development workshops throughout Europe, the USA, the Middle East, Asia and Australia and his advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an expert witness in court cases over branding issues.

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Brand Management: Build Successful Long Lasting Brands

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