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Strategic Branding 2.0: The Cambridge Approach

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It’s a two day programme. It has four major components. The first module is the introduction to branding and brand management.

In that particular module, I will discuss the definition of brand and branding, why brand building is very important, how to develop a strong brands in a very general sense. And the second module is brand building methods and approaches. So in that particular module, I will discuss in greater detail how an organisation can develop a strong brands, such as how an organisation can build a strong brand awareness in the consumer mind, and also develop an emotional bond between their brand and their customer, and also how they should develop a strong physical availability and allow customer to have access to their brands anytime they want.

The third module is a brand building element. In that particular session, I will focus on developing the visual identity of a brand, so what colour we should choose for the brand, our logo, what symbol, what slogan, and even what sound we should choose to better describe the brand essence. So this is the focus of section 3.

And the section 4 is digital branding. In that particular session, I’ll focus on how social media, how digital platform can help our organisation to develop a strong brands. This programme is open for business leader who has to make very critical strategic decisions about their organisation in the era of branding and also senior executives and business managers who needs to manage in the day to day operation of your brand building efforts.

It does not have specific industry focus. Every organisation, no matter your commercial organisation, NGO or even religious organisation needs to build a strong brands. That’s why this programme will be relevant to managers of all kind of organisation.

This programme is different from other brand building programme in the following three ways. First, this programme focus on evidence-based theory and practise. There are many brand building theories in the field, but some of them, actually, is more of a myth than truth.

So in this programme, I will challenge some of the mainstream belief about brand building based on evidence from the most recent academic research. Second, this programme, while bringing new insights from cutting edge technology, such as big data analysis, artificial intelligence, virtual reality, and so on to help manage or understand the best brand during practise in today’s business world. This programme also has a global focus. I will use examples from all over the world and also emphasise the cultural implication of brand building strategy in today’s increasingly globalised marketplace.


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, especially in the social media era, as it requires managers to have deep insights on consumer psychology, market competitive dynamics, opportunities and threats associated with social media, and their own organisational culture and capabilities.

On this programme you will get new insights into strategic branding. The Cambridge Approach is an innovation in thinking about branding, compared to traditional interpretations. We call this Strategic Branding 2.0.

This fundamental shift has two key components:

  1. Branding has to be based on delivering on the promises made to customers as part of the value proposition
  2. A focus on the strategic creation and execution of a branding chain; a shift from ‘truth in advertising’ to ‘truth in delivering the promised value proposition’

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Every company knows the value of a strong brand, but firms often think too narrowly by thinking of branding as only a marketing exercise, says Dr Eden Yin, Academic Programme Director on the Strategic Branding 2.0 programme.

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This programme deals with the brand building strategies and process:

  • Understanding the essence of a brand and branding
  • Strategic brand auditing and assessment
  • Brand building framework and process
  • Brand positioning
  • Choosing brand elements
  • Communicating the brand
  • Branding challenges in the social media era
  • Social media strategies for brand building
  • Establishing a brand management system
  • Brand equity measurement techniques
  • Using high-tech for brand building.


  • Understand the essence of brand and brand building
  • Learn about the effective strategies and best practices in branding
  • Get a comprehensive understanding of brand building frameworks
  • Develop a deep understanding on brand positioning
  • Learn about how to measure brand equity
  • Develop skills for establishing a brand management system.
Icon: Executive Education Certificates of Achievement.

This programme counts towards the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School’s global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

I have many lessons to take back to work, a very invigorating course. Loved it!
Tracy Howe, CEO, New South Wales Council of Social Service

Who should attend

  • Those with the ability to initiate change in their organisations or business units
  • Those responsible for or who contribute significantly to the development and implementation of brand building strategies
  • Entrepreneurs and executives wishing to broaden their strategic horizons in terms of brand management.

Academic Programme Director

Eden Yin

Associate Professor in Marketing

PhD (University of Southern California)

Faculty & speakers

Ahmed Khwaja

Professor of Marketing, Business & Public Enterprise

PhD (University of Minnesota)

Dates & fees



Fees *

24-25 March 2022

2 days

£2,500 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,500 + 20% = £3,000.

* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School’s Alumni Association. Please note prices pre-registration are subject to change.

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 277KB) (updated 25 August 2021)
Terms & Conditions for Organisation-funded Applicants (pdf, 295KB) (updated 25 August 2021)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

Please ensure that you have read our Frequently Asked Questions, which provide important additional information about our face-to-face and Live Online programmes, in particular during the COVID-19 pandemic.


How should I prepare for the programme?
We recommend that participants give some time to consider what aspects of branding strategies they feel they need to know about in order to for them to carry out their work duties effectively. Being able to apply key concepts of the programme to actual working situations is the main objective of the programme.

Does the programme involve any pre-programme tasks?
There are no pre-reading materials prior to the session. However, it is expected that participants would have prepared a list of questions prior to the start of the programme. 

What are the programme hours and is hotel accommodation locally recommended?
Programme hours on both days are 09:00-17:00 with 15-minute coffee breaks in the morning and afternoon and a 60-minute break for lunch. In order to get the most out of the programme, we recommend that participants arrange hotel accommodation nearby. Please contact the admin team for information about recommended hotels. 

How many participants are normally on the programme?
Attendee numbers are capped at 25. Experience shows that these delegate numbers make for optimum learning outcomes. 

Does the programme involve any group work?
Participants are strongly encouraged to be fully engaged in all aspects of the programme, which will include group activities. The Academic Programme Director will ensure that all delegates have the opportunity to fully explore and discuss the programme content together. 

Is there a requirement to prepare any type of presentation during the programme?
No pre-programme preparation is required. However, there will be opportunities for informal study-group presentations as a result of classroom discussions.  

Will I be awarded a certificate on completion of the programme?
At the end of the two-day programme, participants receive a certificate of attendance that can be used for CV purposes.  

If I have questions about applying what I have learned, can I contact the Academic Programme Director after the programme?
Our Academic Programme Director is available to answer any questions participants may have after the programme.

If you have any questions or would like to have a chat about this programme and how it could benefit you or your organisation, please get in touch with the programme advisor:

Claire Wright

Business Development Director
Open Programmes
Tel: +44 (0)1223 330741
Mob: +44 (0)7548 708067

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[email protected]

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Claire Wright

Version 11 (21 April 2021)




2 days


24-25 March 2022

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