skip to navigation skip to content
Search
 

Strategic Branding 2.0: The Cambridge Approach – Live Online

Back to Marketing

The sixth floor of the School, showing the internal staircase and Egyptian-inspired pillars.

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, 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’

Our Live Online programmes offer the same quality and academic rigour associated with all Cambridge education:

  • Delivered by Cambridge Judge Business School’s world-class faculty – Cambridge Judge is a strong research-oriented business school with 19 research centres. All programmes are designed and led by an Academic Programme Director who is a member of Cambridge Judge faculty.
  • Drawing upon the strengths and resources of the wider University of Cambridge and the Cambridge ecosystem, including accessing global alumni and specialists as guest speakers
  • Small class sizes (maximum 30) and high levels of interaction with world-class faculty.
  • Emphasis on quality outcomes – we seek to monitor our delivery against the individual needs of participants. It is no accident that a little over half of our open programme participants come back to Cambridge Judge at least once, often multiple times.

Related articles

Three ways COVID-19 has changed marketing and branding

Professor Jaideep Prabhu and Dr Eden Yin discuss how the events of 2020 have not only changed the world, but also the world of marketing.

Read more

Topics

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.

Benefits

  • 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.

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

Jaideep Prabhu

Professor of Marketing

PhD (University of Southern California)

Dates & fees

Dates

Duration

Fees *

1-4 November 2022

4 half-day sessions (mornings, UK time)

£1,875 + VAT

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.

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

Schedule a call with Claire

[email protected]

Follow Claire on Twitter

Connect with Claire on LinkedIn

Access Claire's profile

Claire Wright


Version 1.2 (7 May 2021)

Suite

Marketing

Duration

4 half-day sessions (mornings, UK time)

Dates

1-4 November 2022

Book a place

Download a brochure