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:
Branding has to be based on delivering on the promises made to customers as part of the value proposition
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.
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
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.