Strategic Brand Management focuses on identifying the key concepts as well as the current and emerging tools involved. The branding concepts to be tackled will also be related to the marketing mix, integrated marketing communications and customer experience management. This module also evaluates the brand strategy in terms of how it resonates with the organization’s target market and creates a clear differentiation from competitors.
The goal is to be able to formulate specific strategies and plans that focus on building new brands as well as reinforcing, revitalizing, extending and consolidating existing brands to develop or sustain their relevance in the market.
Sep. 26, Oct. 3, 10, 17
8 hours a week
Synchronous Teaching Strategies:
Online Lecture and Discussion
Asynchronous Teaching Strategies:
Marketing professionals who want to advance their strategic marketing skills and develop marketing plans.
Individuals who have some experience working in a marketing role who want to broaden their knowledge and skills in the field of strategic brand management.
Business professionals who work in a marketing function in product, service, business to business (B2B), business to consumers (B2C), business to government (B2G) and non-profit organizations.
Entrepreneurs and executives from micro, small and medium enterprises (MSMEs) and large corporations.
At the end of the module the participant will be able to:
Examine the concept of branding, its process and significance in successfully marketing a product or service.
Study brand equity from the perspective of the customer and how it influences customers’ responses and purchasing behavior.
Analyze a brand’s performance by applying measurement techniques such as brand audit and brand tracking.
Create a brand marketing campaign that connects the critical aspects of the business, from creating a brand story, brand identity and integrated marketing communications.
Brands and Branding
Customer-Based Brand Equity (CBBE)
Traditional Integrated Marketing Communications
Digital Integrated Marketing Communications
Brand Performance Measurement
Brand Audit Survey
Brand Marketing Programs
Applying EOS: Holistic CX Execution
REINVENT. Learn for Life.
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