Brand Management
Course: Brand ManagementThis course, chaired by Prof. Leslie de Chernatony, goes from the Principles of Brand Management to Strategic Brand Management. The course running time is about 5h and 25'.TARGET AUDIENCE: Basic to Advanced. Marketing Professionals, Executives, CIM Students, MBA Students, Consultants and anybody that want to have deeper understanding on Brand Management. |
Topics included
Principles of Brand Management
Course expertLeslie de Chernatony
Professor - Brand Management
Strategic Brand Management
Course expertLeslie de Chernatony
Professor - Brand Management
Effective brand strategy necessitates taking a pan-company perspective to understand the organisation'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 difficult to copy how the brand is delivered (emotional values). This session will address how by looking inside and outside an organisation brands can grow and be sustained. It will open by presenting a model to strategically grow and sustain 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
LEVEL: Intermediate to Advanced
RUNNING TIME: 2Hours 55Min
- Intro to Strategic Brand Management
- Model of strategic brand building process
- Growing brands
- Brand vision - Envisioned future
- Brand vision - Brand purpose
- Brand vision - Brand value
- Learning history
- Organisational culture
- Competing values framework
- Staff as brand builders
- Aligning brand - staff values
- Brand objectives
- Need states in yoghurts
- Audit brandsphere - Corporation
- Audit brandsphere - Distributors
- Audit brandsphere - Consumers
- Audit brandsphere - Competitors
- Audit brandsphere - Marketing environments
- Brand essence
- Brand resourcing
- Brand evaluation 1
- Brand evaluation 2