Strategic Brand Management

£1,790

4 days (9.30am-5.30pm)

Buchanan House, 30 Holborn, London, EC1N 2LX

A practical and pragmatic course that provides a balanced and substantial assessment of how strategy is designed, developed and applied in the management of a successful brand. Start in October 2019!

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This course uses a practical approach to show delegates how to succeed in the profession of strategic brand management, covering all the areas needed to sustainably develop a brand.

Course Overview

You will develop the skills to create a strong brand and steer it towards its desired market position through effective marketing and communication, whilst avoiding common pitfalls. The course uses interactive learning, including a number of practical exercises to help you apply theory.

By the end of this course you will be able to:

Recognise brands and the role of brand management in creating and developing valuable assets
Assess and create brand values
Plan and create marketing initiatives to support brands
Monitor brand performance
Identify how to develop brands, introduce new products, and enter new markets

Who is it for?

This course is designed for brand managers who are new to their position or professional marketers who want to progress in their role.

Course content

First principles of strategic brand management
Assessing and creating brand positioning and values
Planning and creating brand marketing initiatives
Monitoring and decoding brand performance
Nurturing and maintaining equity

Core reading

Kapferer, J-N, 2012, The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London, Kogan Page
Lane Kellner, K, 2013, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Harlow, Pearson

Entry requirements

Education - Undergraduate degree or equivalent Higher Education qualification, or relevant work experience
English language - Common European Framework (CEF) Level B2* or equivalent (all teaching and learning materials are provided in English only)

*Please note those with a B1 level of English and relevant proof of further study will be considered.

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