Who Should Attend:
- Brand Managers, Marketing Managers, Market Research Managers & Product Managers
- Recommended for all employees who want to expand their knowledge and understanding of brand management
Course Objectives
- This certificate indicates that a participant has mastered the knowledge of build brand equity by properly choosing brand elements, designing marketing programs and activities
- Enhance awareness and knowledge about branding issues in creative industries
- Develop ability to identify strategic issues in branding of creative products
- Develop critical perspectives in evaluating research in branding and applying them in strategic management of brands in creative industries
- Develop hands-on abilities on brand building and marketing.
What will you gain?
By the end of this course you will be able to:
- To empower participants with knowledge and capacities to understand and analyze brand and branding management, from a corporate and consumer perspective.
- Analyzing carefully the key concepts surrounding the subjects of corporate perspective; the development of brand and brand architecture; the definition and role of marketing mix; the integrating marketing communication and brand management; the consumer perception in branding.
Course Content
- Learning Unit 1
- Identifying and Establishing Brand Positioning and Values
- Customer-Based Brand Equity
- Brand Positioning
- Planning and Implementing Brand Marketing Programs
- Learning Unit 2
- Choosing Brand Elements to Build Brand Equity
- Designing Marketing Programs to Build Brand Equity
- Integrating Marketing Communications to Build Brand Equity
- Leveraging Secondary Brand Associations to Build Brand Equity
- Learning Unit 3
- Measuring and Interpreting Brand Performance
- Developing a Brand Equity Measurement and Management System
- Measuring Sources of Brand Equity: Capturing Customer Mind-Set
- Measuring Outcomes of Brand Equity: Capturing Market Performance
- Learning Unit 4
- Growing and Sustaining Brand Equity
- Designing and Implementing Branding Strategies
- Introducing New Products and Brand Extensions
- Learning Unit 5
- Managing Brands over Time
- Managing Brands over Geographic Boundaries and Market Segments
- Closing Perspectives
Closing Observations.
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