Behind the brand.
Part 2
Managing a brand.
What to Do to Make Your Brand Loved
Why I created this course?
The ability to manage brands (create them, develop them, and generate maximum profit) defines you as a marketer. Even if you are not a brand manager, you still work with brands—whether it’s a company brand or a personal one.
The tools I used throughout my research and advertising career gave me the opportunity to understand the inner logic of the relationship between a brand and its consumer, to their mutual benefit.
I understand that live, hands-on experience is incomparable to any course, but I want you to achieve results faster than I did at the start of my career. I had to read hundreds of books, learn from professionals, compare information, double-check concepts, and try again in practice. You can have all this knowledge and insight much more quickly.
My team still marvels at how much easier the decision-making process becomes after working with me for a year, and how much more productive brand activations are when you know how to think about branding.
The second part of this course focuses on the brand managing issues. The result is – your document – a structured and thoughtful marketing strategy.
Course Program
- Segmentation and Targeting. How to segment the market and select the best target audience. Why does targeting lead to higher sales?
- Positioning. Steps to develop positioning. Competitive analysis.
- Strategy Development: Viewing the brand as a relationship entity, linking business, marketing, and brand strategies. Brand environment analysis (external market and internal company forces).
- How to Think About Context:Creating an environment where selling is easier and how to leverage it. Brand architecture (if you have multiple brands or sub-brands, how to make decisions about brand hierarchy), the influence of price, how to program brand behavior, and how to build communications. Structure of the "Brand Strategy" document.
What will you gain after completing this course?
This course empowers you to make intuitive and strategic decisions about your brand, just like you would in a personal relationship. By understanding how customers perceive and interact with your brand, you’ll learn to position it in their minds and create lasting emotional connections. We’ll explore analytical tools like SWOT, PEST, and the 3C model, giving you the skills to evaluate the business environment, conduct competitive analysis, and understand market dynamics.
But most importantly, you’ll learn how to bring your brand to life — aligning its personality with customer expectations — and how to turn that brand into a money-making asset that customers love and connect with. With clear, actionable strategies and the right mindset, you’ll know how to grow your brand with purpose and passion, driving both loyalty and sales.
In this course, you will learn:
- How to make informed decisions about your brand or brand system, balancing marketing tools and strategies within a competitive environment.
- The art of brand positioning, clearly defining how your brand differs from competitors, and crafting messages that resonate with your target audience.
- How to align pricing, design, place of sale, tone of communication, and brand actions with its personality and customer expectations. Making strategic decisions intuitively, using brand identity as a guiding principle.
- How to develop a brand development strategy that aligns with its character, goals, and budget, and present this strategy in a formal document.
- How to apply the right marketing tools and technologies to achieve your set objectives.
Who This Course Is For?
Marketers who want to understand what truly makes a brand successful — and gain the knowledge to create brands that people trust and remember.
Small business owners — to uncover the secrets behind strong brands and learn how to build one that stands out, attracts customers, and drives profit.
Leaders and managers — to explore the strategic thinking behind branding, and understand how to align your brand with customer expectations and business goals.
If you’ve ever wondered what truly makes a brand work, and how you can create a brand that connects deeply with your audience and grows in value, this course is for you.
Why this course?
- I’m a practitioner with real results. 80% of the brands I’ve launched are still thriving today. I don’t just teach textbook theory; I provide a practical system that I’ve personally tested and proven.
- You’ll gain a systematic approach. I won’t just tell you what you need to do, but also why it’s important from the perspective of psychology and consumer behavior. By the end of the course, you’ll have a complete understanding of how brands work and how to manage them to achieve your goals.
- Results during the course. This is not just learning for the sake of learning. You’ll apply what you’ve learned immediately — on your own projects or real-world case studies.
- Save time and energy. Forget endless searches through books and articles. Everything you need is gathered in one place, in a clear and structured sequence.
By the end of this course, you’ll have a fully developed and well-thought-out brand that’s ready to stand out in the market and build long-term relationships with customers.
Your Instructor
Ludmila Lytkina
- Over 20 years of experience in marketing and management, including research, advertising, and leadership roles with both international and regional companies. Known for helping brands achieve substantial growth in competitive markets.
- MBA from AVT Business School (Copenhagen); Harvard Mentoring Program Diploma in Team Management, Change Management, and Leadership.
- Top-rated instructor in international business schools, including ranked among the top 10 instructors at the University of New York in Prague.
- Creator of successful marketing and management courses for global business schools, including strategic management, brand management, and marketing leadership, tailored to diverse cultural and business needs.
- Consultant for leading brands, including companies in FMCG, technology, and international development sectors, where I helped refine brand positioning, develop communication strategies, and improve market performance.
- Published author and speaker at various marketing conferences and industry events, sharing insights on brand strategy and marketing effectiveness.
- Member of the American Marketing Association, staying connected with the latest industry trends and marketing innovations.
Recommendations
“I think your course is, if not the best, certainly the most structured branding course out there. I recently hosted a webinar on marketing for young entrepreneurs in the fashion business, and I saw how difficult it was for others to explain branding. Entrepreneurs were struggling, asking so many questions. Your course is crystal clear, providing answers to key questions: What is branding, what does it consist of, how does it work, how to build it, and what benefits can come from this effort.”
nternet marketer, Head of e-commerce
“This is a fascinating course that allows you to look at branding from a completely new perspective. I checked off every lecture, noting what we needed to implement.”
DOM Sr, Italy
“Ludmila, thank you for the course. It really helped me organize everything in place.”
коммерческий директор Sika Group
“I sent all my employees to this course. I believe every salesperson in the company should understand their brand and why marketing does the things it does. After the course, we came up with so many great ideas together, and our sales grew by 30% in just 3 months. Ludmila explains complex things in such an accessible and humorous way.”
Sales Director, Concept Group
“The decision to take this course came from the need to find a truly practical step-by-step framework for brand creation and revitalization (not just the theory from marketing books). I also wanted to learn how to manage brands and make decisions based on clear facts for leadership. I really appreciated Ludmila’s approach to teaching: each lecture was accompanied by assignments that could be worked on with my company’s materials and immediately applied in our work. Be warned: this course will require mindfulness and a readiness to invest personally in research and information preparation. Having previously worked on similar tasks, I was ready for this, and I appreciated the ability to progress at my own pace. Ludmila answered all my questions (I took the course with support), so I was able to close all my gaps and finally organize my knowledge into a cohesive system.”
CMO at an IT company
Frequently Asked Questions
Does this course guarantee success in managing my brand?
Honestly? No, it doesn’t. Brand success is always a mix of knowledge, action, and persistence. Knowledge alone doesn’t change anything until you apply it.
What I can guarantee is that this course will give you tools, techniques, and insights to make confident, well-informed decisions. You’ll learn to spot opportunities, even in challenging situations, and find creative, practical solutions that give your brand a competitive edge.
My goal is not just to teach you concepts but to prepare you to navigate any situation, think strategically, and take steps that truly make a difference.
What if I’ve never worked in brand management before?
This course is designed for those with some marketing experience who already understand basic terminology. This foundation helps you dive deeper into the material and apply it effectively.
That said, if you’re a beginner just starting your journey into branding, don’t worry. You’ll have lifetime access to the course materials. You can revisit the lessons as often as you need. Each time, you’ll notice new insights as your practical experience grows.
What if my company uses a completely different approach to branding?
That’s completely fine. Every business is unique, and branding approaches can vary. But understanding the fundamental mechanisms and why they work gives you a strong foundation that’s valuable in any situation.
Even if your company uses a different system, learning alternative methods will expand your toolkit. You’ll be better equipped to justify your decisions and select strategies that suit your specific needs.
You don’t have to convert your entire company to your way of thinking. Just focus on delivering results—success always speaks for itself.
How long will I have access to the course?
The course materials are yours to keep forever. You can revisit them whenever you want.
Additionally, I’ll provide feedback in a private group for the first month after the course starts—enough time to complete it in an intensive format. If you need extra support, you’re welcome to book a one-on-one consultation through the website.
What is your refund policy?
I don’t do refunds. This course is designed for motivated people who are ready to work on their skills..
If you’re unsure whether the course is right for you, I encourage you to review all the information on the website carefully. If you still have questions, feel free to email me and describe your goals — I’ll help you figure it out. I would like you to male a decision you’ll feel good about, whether that’s an hour or a week from now.
HOW TO PURCHASE THE COURSE?
Optimal Plan
- 5 video lectures
- 5 workbooks
- 2 webinars: "Storytelling for brands", "Q&A Session"
Individual Plan
- 5 video lectures
- 5 workbooks
- 2 webinars:"Brand Equity," "Q&A Session"
- Review your brand’s strategy elements with the instructor during a Zoom session (45 min)
- Review of final document “Brand Strategy”
Still have questions?
Use this form on the right or write me on my email.
