Specialization in Brand Management

About This Program

This program is on hiatus as we refresh the curriculum.

You know an iconic brand when you see it — that distinctive look, the emotions it evokes, the customer experience you expect. In today’s dynamic business world, marketing professionals who work in brand management must be ready to bring their adaptability, creativity, analytical skills and leadership to create memorable brands that stand out from the competition.

In this one-course specialization, you’ll learn to build, manage and optimize brands that drive sales and inspire loyalty. We’ll cover a range of brand marketing principles — from brand architecture to brand identity to brand resilience — and you’ll understand how branding and marketing practices work hand-in-hand. You’ll discover what’s unique about managing brands in the digital age, and you’ll delve into brand positioning, brand extensions and other practical techniques to manage brands across a variety of channels and consumer touchpoints.

Designed For

Anyone with some marketing experience who wants to enhance their skills to manage brands and drive brand success.

See Requirements

Explore More: Looking for even more brand-boosting skills? Check out all our programs in marketing, communications and design.

Skills You'll Gain

• Audience segmentation

• Brand ethics and social responsibility

• Brand positioning strategies

• Brand extension and diversification

• Brand storytelling

• Crisis management

• Customer experience design

• Digital branding

• Global branding

• Integrated marketing communications

Get Real-World Experience

• Develop a comprehensive brand strategy for a chosen company and build components of a complete brand management plan

• Conduct a real-world brand audit and provide actionable recommendations

• Design and execute a social media campaign for a fictitious brand

Earn a Digital Badge

After successfully completing this program, you can claim a digital achievement badge that can be shared on LinkedIn and other social media sites. Learn more about digital badges.

Our Enrollment Coaches Are Here to Help

Connect with an enrollment coach to learn more about this offering. Or if you need help finding the right certificate, specialization or course for you, reach out to explore your options.

This program is intended for professional development and is not designed to meet educational requirements for professional licensure or certification.