Advanced Brand Theory

Master brand strategy with frameworks, psychology, digital tactics & equity tools to build future-ready iconic brands

What you'll learn

Build and apply brand architecture and positioning frameworks to drive differentiation and growth.

Analyze and track brand equity using tools like the CBBE model, valuation methods, and brand health metrics.

Incorporate behavioral science, consumer psychology, and cultural branding to shape deep brand meaning.

Design digital and global brand strategies that adapt across markets and leverage AI personalization.

Requirements

A basic understanding of branding, marketing, or business strategy is helpful

Curiosity and willingness to explore how human psychology and brand frameworks intersect

Description

This course contains the use of artificial intelligence. Led by Dr. Amar Massoud, a seasoned expert with decades of academic and professional experience, it combines cutting-edge AI support with human insight to deliver content that is precise, practical, and easy to follow. You’ll gain the clarity of structured learning and the confidence of being guided by a recognized authority.In a marketplace flooded with choices, brands are the ultimate differentiator. This course takes you beyond the basics of logos and messaging and into the strategic, psychological, and analytical depths of modern brand management. Whether you manage a portfolio of brands, lead marketing teams, or are launching a new product, Advanced Brand Theory: Strategy, Psychology, and Growth is your roadmap to building brand power that lasts.You’ll explore proven frameworks like brand architecture, positioning ladders, competitive mapping, and brand equity valuation. You'll also delve into consumer psychology, understanding how biases, symbols, stories, and emotions influence brand preference and loyalty. You’ll gain fluency in how digital platforms, AI, and culture are shaping the new branding era—and how to harness them for growth.Packed with case studies, templates, assignments, and a final project, this course equips you to build brands that inspire, grow, and endure.

Overview

Section 1: Introduction

Lecture 1 Introduction

Section 2: The Strategic Role of Branding

Lecture 2 The Strategic Role of Branding

Section 3: Brand Architecture & Portfolio Strategy

Lecture 3 Lesson 03 - Brand Architecture & Portfolio Strategy

Section 4: Brand Positioning in a Crowded Market

Lecture 4 Brand Positioning in a Crowded Market

Section 5: Brand Equity and Measurement

Lecture 5 Brand Equity and Measurement

Section 6: Consumer Psychology and Brand Perception

Lecture 6 Consumer Psychology and Brand Perception

Section 7: Cultural Branding and Storytelling

Lecture 7 Cultural Branding and Storytelling

Section 8: Digital Branding and AI Influence

Lecture 8 Digital Branding and AI Influence

Section 9: Global Brand Strategy

Lecture 9 Global Brand Strategy

Section 10: Future of Branding

Lecture 10 Future of Branding

Section 11: Final Project and Course Summary

Lecture 11 Final Project and Course Summary

Brand Managers responsible for portfolio strategy and identity,Marketing Professionals seeking to elevate brand storytelling and performance,Business Strategists & Product Managers involved in growth planning and differentiation,Entrepreneurs creating purpose-driven or scalable brands,MBA Students and advanced learners seeking practical brand-building insight