Marketing
Build and manage a strong brand
When the brand turns inconsistent, unite culture, identity, and portfolio decisions behind one promise; build, grow, and defend brand equity.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Brand power: from culture to value
Foundational: you learn how a brand acquires meaning, which assets brand equity is built from, and how that equity is converted into financial value. By the end of this program you can read a brand as a whole: its culture, its equity components, and its financial value.
- From marker to meaning
- The four authors of brand culture
- Brands everywhere, and on the balance sheet
Apply it: Case: the brand nobody sees
10 lessons · ≈3 hours
- Program 02
Brand building: from identity to community
Intermediate: choosing a brand architecture with intent, building brand elements that pass six criteria, distilling the core message, and putting community to work for the brand in the social media age. By the end of this program you can pick an architecture that fits a company's scale, test identity elements before they travel, distill a message competitors cannot own, and run a community without smothering it.
- A map of brand types
- Branded house or house of brands?
- Extensions, co-brands, ingredient brands
Apply it: Case: identity and community from scratch
11 lessons · ≈4 hours
- Program 03
Brand strategy: growing, defending, pruning
Advanced: you learn to manage a brand portfolio the way an investor would. By the end of this program you can decide when to extend a brand, how to defend it against a low-price attack, which brand to prune, and which one can be revived.
- Keeping a mature brand fresh
- The limits of extension
- Taking the brand global
Apply it: Case: a three-brand portfolio
11 lessons · ≈4 hours
- Program 04
Your personal brand
Foundational: you build your own professional brand with the four-step cycle: discover, create, communicate, maintain. By the end of this program you can turn your strengths into a clear core message, keep your career assets consistent, and manage your brand wisely inside an organization.
- You are a brand too
- Communicate: a story for its audience
- Your personal brand inside an organization
6 lessons · ≈2 hours