This course builds on concepts introduced in the foundational marketing courses, and provides additional theories and frameworks for managing brands in marketing. Branding is the strategic consequence of good marketing because it involves building a reputation about your business in a way that differentiates the value you promise consumers as superior to that of competition. In this course, you will learn about how brands are built, why they fail or succeed over time, using real-world brands and relevant theories. You will apply these concepts and frameworks in creating your own business and developing a branding strategy for your new business. You will therefore develop practical skills that are important for marketing practitioners, including the ability to communicate ideas and decisions clearly, concisely, and logically, as well as to collaborate effectively with others to scope, plan, and manage brands.

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:

4. Brand