Online learning from an accredited institution
Brand Management Course
This course will equip you with the know-how required to identify, position, activate, grow, digitize, and virtualize your brand. You will also learn how to build brand equity and will have opportunities to analyze the brand architecture of well-known local and global companies.
“We headhunt only the best talent, to not only fill the client’s brief, but also to attract the best talent fit for the company culture. One of these measures is looking for the prestigious Red & Yellow qualification. We find that these candidates are far more equipped not only on a skills level, but an interpersonal level as well. A Red & Yellow qualification really goes a long way.”
Warren Volkwyn
Global Creative Recruiter, The Talent Boom
Creating and growing a successful brand is more valuable in today’s commercial landscape than ever before – are you ready to master the tools to activate and correctly position yours?
Markets are fragmenting, technology is skyrocketing, and in the face of relentless innovation, companies and individuals must build and manage brands that can ultimately withstand the tides of change. Today, brands are compelled to co-create added value with consumers to build sustainable competitive advantage.
This course will equip you with the know-how required to identify, position, activate, grow, digitise, and virtualise your brand. You will also learn how to build brand equity and will have opportunities to analyse the brand architecture of well-known local and global companies.
Get the Brand Management Certificate that guarantees career success.
This 12-week online short course is designed to give you insights into how the best brands operate today. You’ll understand brand architecture, equity, positioning, and more, and gain all the skills you need to activate, launch, grow, and manage your brand.
What you’ll learn
- Navigate the dynamic interplay of business, marketing, and brand management in the 21st century
- Identify, position, and differentiate your unique brand
- Build brand equity for a unique brand
- Activate your brand and craft impactful communication around it
- Grow your brand in the face of change
- Digitise your brand for maximum effect
- Virtualise your brand for the Metaverse
This course is perfect for:
- Marketing professionals
- Aspiring brand managers
- Brand managers who need to brush up on their skills
- Individuals with an interest in building and managing personal or corporate brands
Red & Yellow courses are made to future-proof your career
Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.
Course curriculum:
A Brave New World for the Brand (1 week)
- Look at the evolution of the brand concept
- Discover the relationship between marketing and ‘the brand’
- Learn about the development of global brands, market fragmentation, the rise of the sophisticated consumer, and the brand value chain
- This is a theoretical introduction
Brand Architecture (1 week)
- Look at how companies use different levels of brand architecture when building brands
- Learn about master- and sub-brands, corporate branding, product branding, and more by engaging with contemporary case studies and exciting examples
- This is a theoretical module
Identify And Position Your Brand (1 week)
- Learn how to create and manage a brand identity, and to best position and differentiate a unique brand
- Learn about brand positioning types and approaches
- Establish a visual direction for your brand’s identity
- This is a practical module
Build Brand Equity (1 week)
- Look at the components of brand equity, as well as ways in which to build and measure brand equity
- Learn how to build brand recognition for impact
- This is a practical module
Activate Your Brand (1 week)
- Discover ways in which to successfully activate your unique brand
- Learn how to build a communication strategy that talks to your target audience and complements and elevates your brand for maximum awareness
- This is a practical module
Launch Your Brand (1 week)
- This module will guide you through the process of planning and executing a memorable brand launch
- Develop an effective launch strategy, and learn how to navigate the pre-launch, launch, and post-launch stages like a pro
Grow Your Brand (1 week)
- Discover useful strategies for growing your unique brand by creating consistent brand awareness in the face of exponential change, as well as in the context of local and global challenges
- Learn to leverage strategic thought leadership when growing your brand
- This is a practical module
Manage Your Virtual Brand (1 week)
- Learn how to build your virtual brand for the Metaverse
- Learn to leverage the unique affordances of this exciting new virtual space to take your brand to the next level
- This is a practical module
Meet your team:
This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.
About Red & Yellow
Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.
Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.
R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.
We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.
We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.
We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.
We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.
We will be the most creative business school in the world.
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The brand essence sums up the unique attributes of a brand and the basis for its emotional connection with customers. Remember that your emotional connection with your customer is the very thing that differentiates your brand from your competitors. Your brand essence should help to define a tone of voice for your label and the style in which it engages with its customers. The brand essence can be a useful guide for ensuring that the content you create (and your marketing activity) represents the brand appropriately. You can relate this to your brand story. What is your reason for being? How do you connect that with the interests of your customers? What is the value you add to your customers’ lives? Is it convenience, health, status?
Given the plethora of options, product or service attributes, pricing options, and payment choices available to the connected consumer today, competition is fierce. Only the most highly considered brands will succeed. To achieve this, brands need to offer customers value, and this relies on understanding consumer behaviour. No point of engagement with your brand occurs in isolation for your customer. Their life events, social pressures, and motivations impact their experience with your brand.
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