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Strategic Branding 2.0: The Cambridge Approach

Back to Marketing

2 days (Face-to-face)
4 half-day sessions (Live Online)

TBC (Face-to-face)
1-4 Nov 2022 (Live Online)

Eden Yin at Cambridge Judge.

Watch the video

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.

Building a brand

A strong brand is one of the primary strategic assets for firms. Building a brand is therefore a central component of any firm’s marketing strategy and marketing management. Further, branding is not just the preserve of the Marketing department. All areas of the organisation can and do influence the brand as perceived by outsiders; be they customers, stakeholders, suppliers; existing and even prospective employees. This requires managers to have insight into consumer psychology, market competitive dynamics, opportunities and threats associated with social media and their own organisational culture and capabilities.

In this programme, you will explore brand building and branding design, drawing upon evidence from academic research along the way. You will explore the cultural implications of branding in today’s globalised marketplace. Key to this programme is work in small project groups, using a brand chosen by your group to analyse the critical strategic decisions you need to make for that brand. This is a concrete, “hands-on” approach where you will grapple with the practical questions that face any executive looking to create value for their organisation through brand building.


Your learning journey

Module 1: Introduction to brands and branding

  • Brands, branding and brand equity
  • How to assess the strength of a brand
  • How elements of the marketing mix contribute to building brand equity.

Module 2: Measuring and leveraging brand equity

  • The sources of brand equity and brand value
  • A variety of brand valuation methods
  • How to manage brand portfolios over time.

Module 3: Social media and digital branding strategies

  • The three stages of digital branding
  • Strategies for digital communication, digital value augmentation and digital optimisation
  • How to design a digital customer journey map.

Module 4: Branding organisation and management systems

  • The characteristics of a brand-driven, customer-centric organisation
  • The impact of digital transformation on marketing in organisations
  • How to prepare a brand audit.

Download the Open Programmes brochure for more information on the modules and faculty.


By the end of the programme you will be able to:

  • Develop an appropriate understanding of brand and branding
  • Clearly define your brand’s unique and compelling positioning
  • Evaluate the strengths and weaknesses of brands and maintain value over time
  • Create an effective social media strategy
  • Build a brand-centric culture and organsation.
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.

This programme is aimed at managers who are involved in some way with evaluating, managing and building brands in their firms over time. We adopt an innovative learning approach to these topics that is based on: insights from cutting edge research, practical application and hands-on learning through a group project that cuts across the entire programme, and insights from leading practitioners in the field (guest speakers). We also look at how brands can and should respond to major external shocks such as COVID-19; managing change in and through brands is a theme we return to often throughout the programme.
Jaideep Prabhu, Professor of Marketing, Faculty on Strategic Branding 2.0: The Cambridge Approach

Faculty & speakers

Learn from our world-class faculty who bring fresh insights from their leading-edge research into all of our Executive Education programmes.

The Academic Programme Director (APD) for the Strategic Branding 2.0: The Cambridge Approach programme is Dr Eden Yin.

Access profiles of the programme’s APD and faculty:

Download the Open Programmes brochure for more information on the modules and faculty.

Programme formats

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Live Online

Our Live Online programmes bring Cambridge to you wherever you are, delivering the best aspects of a face-to-face learning experience here in Cambridge, into your office or home. Using technologies we are all now familiar with, you will take part in breakout groups with real time interaction between your peers and faculty. You will engage in realistic simulations or use software-enabled “sprint” design development. We also introduce guest speakers, live “Cambridge Union”-style debates and panels of experts and practitioners into the class.

Our Live Online programmes take place over a number of half-day sessions, run in the mornings (UK time).

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Face-to-face is a traditional, intense classroom learning experience and is all about hands-on interaction. You will be a part of exercises, debates and conversations, engaging directly with our faculty and your peers. Conversations spill over into breaktimes and meals, forming lasting connections. Share your ideas, develop your network and grow professionally, whilst enjoying the historic city of Cambridge.

Who should attend?

  • Those in a marketing or brand function, who are looking to build on their current experience with new insights, tools, frameworks and peer discussion on how to evaluate, define and build winning brand strategies
  • Senior management, in any function, who are looking to understand the importance of strategic branding and how it affects the success of the organisation
  • Those with a strong influence on the strategy and direction of the organisation
  • Entrepreneurs and executives wishing to broaden their strategic horizons in terms of brand management
  • Aspiring brand managers, perhaps already in a marketing or product role, who would like to develop their insights and knowledge in the area of branding
  • Those from a non-traditional business entity (NGO, government, medical service, legal, education, etc.) would also benefit from this programme.

COVID-19 (Coronavirus) update

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

Why Cambridge Judge Business School?

Cambridge Judge faculty

All of our programmes are designed and led by an Academic Programme Director, who is a member of Cambridge Judge Business School faculty. They will also deliver substantial portions of that programme.

Leading-edge research

The research conducted by Cambridge Judge Business School’s 19 research centres, across a diverse range of disciplines, flows directly into all of our programmes, bringing new insights to our programme content.

Small group learning

With small class sizes, we continue the Cambridge way of learning that emphasises high levels of interaction with both our world-class faculty and peers.

Related programmes

Strategic Branding 2.0: The Cambridge Approach belongs to our Marketing-topic executive education programmes. Here are a selection of other programmes:

Strategic Marketing Management

Duration 2 days (Face-to-face) 
Dates 3-4 October 2022 (Face-to-face)
Fees £2,500 + VAT (Face-to-face) 

Provides a comprehensive understanding of the essence of marketing, its strategic marketing planning process and effective strategies to better reach and satisfy customers while increasing profitability and productivity. It enables participants to understand how to use winning marketing strategies to create enduring competitive advantages for their organisations in both public and private sectors.

Read more

Finance & Accounting for Non-Financial Managers

Duration 3 days (Face-to-face)
6 half-day sessions (Live Online)

Dates 30 Nov-2 Dec 2022 (Face-to-face)
29 June-1 July and 6-8 July 2022 (Live Online)

Fees £3,300 + VAT (Face-to-face)
£2,475 + VAT (Live Online) 

Introduces the fundamentals of accounting and financial terminology and financial analysis techniques, and will teach you how these concepts and strategies are integrated into your organisation’s performance.

Read more

Strategic Management: Creating & Sustaining Competitive Advantage

Duration 3 days
Dates 15-17 June 2022
Fees £3,300 + VAT

Enhances strategic capabilities by demonstrating the tools and techniques that are commonly employed in strategic analysis and to provide a framework for how to maintain a competitive advantage. The programme provides you with the fundamentals of strategic thinking and strategic analysis.

Read more

Contact us

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]

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Claire Wright


£2,500 + VAT (Face-to-face)
£1,875 + VAT (Live Online)

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.

Additional information

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

Participants are expected to attend the full programme.

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

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

Terms & Conditions for Self-funded Applicants (updated 25 August 2021)

Terms & Conditions for Organisation-funded Applicants (updated 25 August 2021)