How to Build a Strong Brand [NEW]

Programme details

Overview

A strong brand has been the primary strategic asset for firms, and therefore building a strong brand is becoming a central component of a firm’s marketing strategy. However brand building is always a challenging endeavour, as it requires managers to have deep insights on consumer psychology, market competitive dynamics and their own organisational capabilities.

Topics

This programme deals with the brand building strategies and process. To be more specific, the topics covered in the programme include:

• The strategic brand management process
• How to build a strong brand
• Brand positioning
• Choosing brand elements
• Communicating the brand
• Brand equity measurement techniques
• Managing multiple brands
• Internal branding
• Leveraging the value of brands
• Dealing with brand crises
• Energising brands

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Benefits

• Understand the essence of brand and brand building
• Learn about the effective strategies and best practices in branding
• Develop a deep understanding on brand positioning
• Learn about how to measure brand equity
• Develop skills for managing multiple brand and brand extension

Participants earn a certificate on completing the programme. This programme counts as one course for those completing the Cambridge Executive Education General Management Certificate of Achievement.

Who should attend

This programme is targeted at those who have the ability to initiate change in their organisations or business units, those responsible for or contributing significantly to the development and implementation of brand building strategies, and also any entrepreneurs and executives wishing to broaden their strategic horizon with respect to brand management.

Faculty and speakers

Eden Yin

University Senior Lecturer in Marketing
BSc (Jilin Univ.), MA (West Virginia Univ.), PhD (Univ. of Southern California)

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Eden's full profile

Dates and fees

* Fees (which are exclusive of VAT) include instruction, materials, lunch and breaks.

For information regarding our payment terms, cancellation, transfer and substitution policies and fees, please see our Terms & Conditions (pdf, 59KB) (updated 14 March 2013).

Participants are expected to attend the full programme.

Register

You can register for this programme via our online system: