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.
Please note that these programme used to be named How to Build a Strong Brand, and some materials may refer to it as such.
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
Choosing brand elements
Communicating the brand
Brand equity measurement techniques
Managing multiple brands
Leveraging the value of brands
Dealing with brand crises
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 & speakers
University Senior Lecturer in Marketing BSc (Jilin Univ.), MA (West Virginia Univ.), PhD (Univ. of Southern California)