BRAND MANAGEMENT
NOV 1 2022 -
DEC 13 2022
live online course

BRAND MANAGEMENT

Are brands born fully formed? Or are they methodically created and refined? Gerry Randolph, Global Marketing Lead at Spotify, helps companies answer that question every day with cohesive, values-driven brand strategies. Now, he's sharing his playbook with you.
Craft your own distinct brand strategy from scratch
Learn how successful companies build their brands
Apply the principles behind brands like Spotify, ASOS, and Oakley
Analyze and set your own personal brand
Determine unique selling point, vision and core values of any brand
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Learn from a leading expert from a world-known company sharing his experience with the international audience:
GERRY RANDOLPH
GLOBAL MARKETING LEAD
AT SPOTIFY
Brings music lovers from 170+ countries a consistent brand experience as Spotify's Global Marketing Lead
Has over a decade of experience leading branding and marketing teams behind global brands and high-performance startups
Overhauled ASOS’ brand experience for the US, revamping the company's editorial, CRM, marketing, partnerships, social, and influencer strategy
> Built and executed robust user acquisition campaigns for the #1 fantasy sports website Yahoo! Fantasy Sports
> Avid world traveler, logging trips to 55 countries and counting
Our approach is to provide not only theory, but useful knowledge that you can apply in your work and achieve your professional goals.
We recommend the course to you if you are a/an:
ENTREPRENEUR
Learn how to brand your product so it reaches the right audience and sells well. Start building your brand book and explore paths for campaign development.
ESTABLISHED BUSINESS OWNERS
Refine your brand strategy over a course-long project. You'll learn how to communicate across functions and accurately track brand performance as you grow.
CONTENT CREATOR
Find your differentiator. Learn how to create the perception you want with intentional messaging, visuals, and campaigns.
ASPIRING BRAND MANAGER
Get hands-on training in techniques used by the world's most relevant brands. You'll build hard skills to define, plan, and measure impactful brand campaigns.
In the course:
12
lessons
9
case studies
2
workshops
About the course
Identity
Distill your brand personality. Create a brand book and messaging guidelines to define the brand approach that will advance your business goals.
Communication ＆ Campaigns
Bring clarity to your communication strategy. Gerry will teach you how to design, plan, and execute strategy across multiple touchpoints and stages.
Performance
Identify the roadblocks and plan for success. You'll learn how high-performance and turnaround companies use branding as a differentiator to drive business results.
Start:
NOVEMBER 1.
Duration:
6 weeks
12 classes
TUE & THU, 6 pm CET
Format:
Live Lectures + Workshops
+ Personal feedback on homework
Course Language: English
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LABA wants you to have the best learning experience :
We give practical knowledge
During the course you will find innovative ways to connect with your customers and determine your unique selling point, vision and core values of your brand under the guidance of the instructor.
We support everyone
During the entire course you are accompanied by the instructor and our team. You will receive support while working on your homework, and will receive individual feedback and answers to your questions during office hours and in class.
Syllabus
01
What Is a Brand?
TUESDAY (2022.11.01) 18:00
  • - What defines a brand?
  • - The story of branding
  • - Types of brands: Corporate, personal, product, and service
  • - How does a strong brand help your business win?
  • - Case studies: Coke, Nike, Glossier, and Oatly
02
Brand Identity
THURSDAY (2022.11.03) 18:00
  • - Mission and vision
  • - Brand architecture and portfolio
  • - Core identity vs. extended identity
  • - Housing USP and products under one brand identity
  • - How you see your brand and how your audience sees you
  • - What to pay attention to in your competition
03
Building Brand Guidelines
TUESDAY (2022.11.08) 18:00
  • - Getting your audience right
  • - Positioning, cultural references, and brand personification
  • - How to make a mood board
  • - Making your brand human
  • - Tone of voice and messaging guidelines
  • - Translating brand personality for different touchpoints
04
Workshop #1: The Brand Book
THURSDAY (2022.11.10) 18:00
  • - 5 basic types of logos: Wordmark, lettermark, brandmark, combination, and emblem
  • - How to choose font, colors, and name /li>
  • - Case study: Uber's brand book
05
Barriers to Brand Development
TUESDAY (2022.11.15) 18:00
  • - Positioning
  • - Competition
  • - Location and targeting
  • - Timing
  • - Brand investment
06
Building Trust with the Customer
THURSDAY (2022.11.17) 18:00
  • - The importance of a good first impression
  • - 3 cornerstones of pre-purchase brand engagement
  • - Purchase and competition
  • - Post-purchase engagement and customer care
07
Communication Channels
TUESDAY (2022.11.22) 18:00
  • - Digital advertising: native, programmatic, editorial
  • - Traditional media: TV, out-of-home, in-store purchase
  • - Social media: organic, paid, influencer marketing
08
Brand Marketing vs. Performance Marketing
TUESDAY (2022.11.29) 18:00
  • - Brand marketing
  • - Performance marketing
  • - Messaging and visual guidelines in brand vs. performance
  • - Choosing the right channels
  • - Aligning objectives, strategies, and actions
  • - Adapting storytelling across channels
  • - Getting the most out of the Halo effect
09
Brand Metrics and Returns
THURSDAY (2022.12.01) 18:00
  • - Setting KPIs at the start of campaigns
  • - Awareness, consideration, and engagement
  • - How do these differ from channel metrics?
  • - What do campaign results look like?
  • - Case study: ASOS brand dashboard
10
Workshop #2: Cross-Functional Collaboration and Campaign Development
TUESDAY (2022.12.06) 18:00
  • - Workshop: Spotify Duo Valentine’s Day campaign
  • - What goes in your campaign brief?
  • - Roles and responsibilities: Product, creative, PR, media, and social
11
Trends Worth Noting in Brand Marketing + Wrap Up
THURSDAY (2022.12.08) 18:00
  • - 3 trends that are here to stay
  • - Wrap-up: Putting everything together
12
Personal Branding
TUESDAY (2022.12.13) 18:00
  • - What it takes to be a marketing all-star
  • - How to stand out in your company, team, and role
  • - Get out, be famous
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MARKET LEADERS OF ONLINE EDUCATION
helping to achieve professional goals for 7 years
trained 60 thousand students, and this is not the limit
accredited by international organizations - HRCI (USA), IIBA (Canada), PMI (USA)
Our goal is your professional growth. Our courses are more than just lectures.
All your training in one place
You will study from your private online account.
Certificate which is valued
As a confirmation of your knowledge.
Long-term access to materials
Lectures, cases and articles are structured and can be accessed for one year
Homework and practical assignments
So that you get the most out of the course
Always in touch
The instructor and our team are always there to help you, just ask
Contacts
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