Brand-Building Certificate Program

The Brand-Building Certificate Program is a self-paced on-demand program for people who want to enhance their brand-building knowledge and learn practical skills to impact their business. Led by leading real-world experts, the program includes courses to help you first identify business-centric principles to build a competitive advantage and strategic position, learn a disciplined process to maintain and grow your brand equity, learn key frameworks for evolving your brand purpose, get clarity on your brand’s voice and story to drive customer loyalty and value, provide a holistic and seamless customer experience across touchpoints for effective brand management, and learn best practices, frameworks, and tools to help you activate and differentiate your brand.

Learning Experience

This is a multi-media format program and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Certificate Program For?

Junior to senior level marketers who want to learn how to build and manage their brand.

Certificate Program Outline

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Course: How to Develop a Focused and Effective Business Strategy

Identify business-centric principles to build a competitive advantage and strategic position

Time is wasted, and productivity is impaired because marketers do not effectively communicate how marketing investments help a company achieve its business strategy. This course is designed to help you to understand the ingredients of a credible and competitive business strategy. You will be provided with a proven framework that illustrates how best-in-class companies apply business-centric principles to build a competitive advantage. The course will show you how to apply the ingredients to speed the development or refinement of your own business strategy. As a result, you will be able to demonstrate that marketing is a critical factor in any business’ profitability.

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Course: The Art and Science of Brand-Building

Compete in the marketplace with a process to maintain and grow your brand equity

Your brand is an intangible asset and yet it is the most powerful contributor to the long-term growth of your company’s bottom line. Maintaining and growing your brand equity takes vigilance and a disciplined process. Your brand needs customer insight and analysis, competitive analysis, and effective positioning to remain relevant. This course will help your brand compete and win in the marketplace; it breaks down the key components of brand-building in a way that will build your knowledge and reveal practical insights and initiatives that you can use to build your brand and bottom line.

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Course: The Purpose Advantage

Learn the key frameworks for uncovering, pressure testing, or evolving your brand purpose

We are in a new era of brand-building. As the rules of this era are being written, it’s paramount that marketers understand and align on how to differentiate their brand and drive revenue. In this crowded marketplace, meeting strong standards in the four P’s is the cost of entry. Brand purpose — the 5th P – which the ANA defines as a brand’s reason to exist beyond profit, is playing an increasing role in the decision-making of modern consumers. But many brands are struggling to arrive at a brand purpose that will ignite the hearts and minds of customers and their workforce while honoring the brand’s history and reflecting its organic ethos. In this course, you will learn the four key frameworks for uncovering, pressure testing or evolving your brand purpose.

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Course: Establishing an Effective Digital Brand Connection

Get clear on your brand’s voice and story to drive customer loyalty and value

Marketers need to clarify their brand’s voice, personality, and purpose to tell a story that resonates across all digital touchpoints and helps drive customer value. Today, with new customer mindsets, social media, content marketing, and technology, the role of your company's website shifts from a static information repository organized around your company's needs to an engaging hub providing access and insights. In this course, we will walk you through the steps to establishing, maintaining, and evolving your company's digital presence with authenticity. You will get clear on your brand’s voice and story and understand how that should impact and drive downstream digital creative.

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Course: Integrated Marketing Planning and Execution

Provide a holistic and seamless customer experience across touchpoints for effective brand management

This course is focused on helping marketers to develop truly integrated marketing plans that provide a seamless customer experience across key touchpoints and achieve long-term value. You will learn how to develop a customer decision journey, explore touchpoint mapping, and create strategies that will deliver your brand promise effectively. This course is also focused on the practicalities of integrated marketing execution. You will study examples of integrated marketing best practices and tactics, and how to measure the impact of your integrated plan.

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Course: Brand Activations that Drive Results  

Learn best practices, frameworks, and tools to help you activate and differentiate your brand

To build profitable, long-term brand loyalty, brands are increasingly looking for ways to engage with consumers more effectively beyond traditional channels. This course will cover the key platforms for activating your brand - Brand Experiences and Events, Branded Content, Influencer Marketing, Sponsorships, Cause Marketing, Promotions and Measurement. You’ll learn the core principles of each discipline and best practices for implementing a brand activation plan in your business. In this course, you will utilize an Activation Planner to build an activation plan that you can take back to your organization and implement.

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Courses/topics are subject to updates, additions, and substitutions.

The following course in this program was slightly re-designed on May 15, 2024
• The Art and Science of Brand Building

This certificate program includes an assessment and certificate of completion.

Estimated Length of Completion

Approximately 8 or more hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer. Note, 4 of the 6 courses in the Brand-Building Certificate are included in the Certified ANA Marketing Professional (CAMP) Certification Program.

Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.