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Operating and Growing Your Brand

Operating and Growing Your Brand

本课程是 Brand Strategy: Build, Position, and Grow 专项课程的一部分

位教师：Amy Linde, MBA

包含在中

了解更多

4个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

6 小时完成

灵活的计划

自行安排学习进度

4个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

6 小时完成

灵活的计划

自行安排学习进度

您将学到什么

Turn positioning into messaging, priorities, and real-world brand decisions.
Align teams and maintain consistency as your brand grows and evolves.
Build a Strategic Brand Growth Plan to guide long-term brand success.

要了解的详细信息

可分享的证书

添加到您的领英档案

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累特定领域的专业知识

本课程是 Brand Strategy: Build, Position, and Grow 专项课程专项课程的一部分

在注册此课程时，您还会同时注册此专项课程。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
获得可共享的职业证书

该课程共有4个模块

Operating and Growing Your Brand focuses on turning strategy into action. You’ll learn how to use your brand as a decision-making tool—guiding priorities, shaping messaging, and aligning teams as your organization grows.

This course shows how to translate positioning into clear narratives, structured messaging, and real-world systems that support consistency over time. You’ll explore how brands scale without losing clarity, how to make disciplined choices about where to focus, and how to avoid short-term decisions that weaken long-term strength. You’ll also learn how to lead and manage a brand across teams, using it to guide decisions, navigate change, and maintain alignment as complexity increases. Through applied exercises, simulations, and frameworks, you’ll build and refine a Strategic Brand Growth Plan grounded in your positioning. By the end of the course, you’ll be able to operate your brand with intention, align execution with strategy, and create a structured plan that supports long-term, sustainable growth.

单元详情

Brand strategy only becomes valuable when it can be used. This module focuses on how to turn positioning into clear, structured messaging that guides real decisions. You’ll learn how to build a narrative, organize message hierarchy, and identify the proof that makes your brand credible, while also understanding how your brand shows up internally and externally and why alignment matters. The goal is to move beyond defining a brand and begin operating it with clarity and consistency.

涵盖的内容

6个视频1篇阅读材料2个作业

6个视频总计27分钟

Welcome4分钟
From Positioning to Growth4分钟
Translating Positioning into Narrative5分钟
Message Architecture: Clarity and Hierarchy5分钟
Proof Points and Credibility Signals5分钟
Internal vs External Brand Story4分钟

1篇阅读材料总计20分钟

Turning Positioning into an Operational Brand System20分钟

2个作业总计50分钟

Graded Quiz35分钟
Midpoint Quiz15分钟

A strong brand is shaped by how it shows up over time. This focuses on applying positioning across channels while maintaining clarity and control. You’ll learn how to adapt without losing consistency, how to prioritize where your brand shows up, and how to avoid short-term decisions that weaken long-term strength. The goal is to help you make clearer, more disciplined decisions about how your brand is experienced.

涵盖的内容

5个视频1篇阅读材料2个作业

5个视频总计27分钟

Growth Is Designed, Not Accidental6分钟
Choosing Where to Grow5分钟
Brand Equity and Measurement5分钟
Managing Growth Without Dilution6分钟
Long-Term Stewardship and Brand Governance5分钟

1篇阅读材料总计10分钟

Designing Growth: A Practical Decision Framework10分钟

2个作业总计50分钟

Graded Quiz35分钟
Midpoint Quiz15分钟

A brand becomes more valuable when it is actively managed, not just defined. This focuses on using your brand as a lens for decision-making, aligning teams around it, and maintaining clarity as your organization evolves. You’ll learn how to navigate change without losing what makes your brand distinct and how to reinforce consistency over time. The goal is to operate your brand with intention and strengthen it through everyday decisions.

涵盖的内容

5个视频1篇阅读材料2个作业

Growth requires direction, not just activity. This focuses on building a Strategic Brand Growth Plan that translates positioning into clear priorities, decisions, and actions. You’ll define where to focus, how to align messaging and channels, and how to sustain clarity over time. The goal is to create a structured approach you can use to guide decisions and support long-term brand growth.