This course starts with the foundations of brand management. It will open by considering some of the issues involved in nurturing & managing brands effectively.
They are recognized as Brands able to deliver something people love: a superior product experience compare to their competitors.
Brand Management: Build Successful Brands will teach you step-by-step on how to create amazing brands that are worth money.
The course is led by International Thought Leader on Brand Strategy Prof. Leslie de Chernatony, bestseller author and professor in leading Universities.
This course starts with the foundations of brand management. It will open by considering some of the issues involved in nurturing brands. To manage brands effectively, there needs to be a consensus about the nature of the brand in question. As brands are intangible assets, a framework will be presented to characterize the quality of a brand. One of the problems is that an inconsistent approach to supporting the brand may result, so a framework to manage this will be discussed. Ways of building more emotion into a brand will be explored.
Effective brand strategy necessitates taking a pan-company perspective to understand the organization’s competencies, identify new opportunities, and leverage the advantage of corporate culture to deliver the brand promise. Brand success does not result just from focusing on customers, but rather from adopting a more balanced perspective by addressing stakeholders. In an era when it is easy to copy what a brand can deliver (functional values), it is more challenging to replicate how the brand is delivered (emotional values). This session will address how by looking inside and outside an organization, brands can grow and be sustained. It will open by presenting a model to strategically grow and support brands, “From brand vision to brand evaluation.” After explaining the model, the different elements of the model will be explored to show how the model can be used to develop valuable brands.
WHAT YOU WILL LEARN?
• Plan successful brand
• Grow your brand
• Learn how to brand 360 degrees
• Develop a Valuable and Lasting Brand
WHO CAN DO?
• Brand managers
• PR professionals
• Communications professionals
• Business leaders and executives
HOW IT WORKS:
• Course Length: 2 weeks
• Duration: 3 months
• Class Size: Under 35 students
• Effort: 3-5 hours per week
• Format: 100% online
• Model: Instructor-led
DO YOU GET A CERTIFICATE?
You will get a certificate of completion, which is highly reputed and accepted by employers.
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