Course description

This course aims at giving participants a specific insight on how to build & manage a brand & optimize the brand's contact points throughout consumer’s experience. This branding course addresses brand personality, values, culture, branding and communication strategies

We will examine topics and various strategies related to building, measuring, and managing a brand, including direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.

What will i learn?

• Develop a framework to identify and establish brand positioning and values to build customer-based brand equity
• Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity
• Design specific strategies that focus around extending, revitalizing and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement).