This short course provides an insight into how large, global brands are built to stand the test of time.

Andy Gibson, the former Chief Marketing Officer at Bacardi, shares his experience marketing brands from Bacardi's portfolio including the core Rum product and Grey Goose.

You will learn:

• The Diageo principles of brand building
• How to segment and build personas of customers
• The difference between functional and emotional brands
• How Bacardi revived the core rum brand and the story behind Bacardi's Grey Goose vodka brand

The course aims to provide the foundations of brand marketing using real-world examples of how companies have built and brought branded products to market. You will grasp the essence of brand building which is crucial for any young brand manager or marketeer.