Handbook

Great brands are more than just labels and logos. To build great brands, you need to understand how they become part of people's personal and social identities. In this course you will explore why brands are never entirely in an organisation’s control and how understanding social, cultural, and commercial factors allows you to negotiate the increasingly complex and evolving relationships between brands and consumers, as well as broader publics. This course will provide you with the critical and practical skills to evaluate and develop actions for brands in different categories, places, and lifecycle stages. You will be exposed to theories and techniques that enable you to build, develop, repair, and even retire brands. Because brands are everywhere, this course will be valuable no matter where your communications career takes you.