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1163991

TRAINING COURSE

STRATEGIC BRAND MANAGEMENT

STRATEGIC BRAND MANAGEMENT





Given the rising attention paid to brands and their management, Strategic Brand Management has emerged as a key management topic. So, what is it? And how can it help your business?

Just like Total Quality Management (or "TQM") is an integrative philosophy of management for continuously improving the quality of products and processes, Strategic Brand Management is a long-term and integrative approach that the company adopts in creating, developing and managing its brand.

The Strategic Brand Management process adds value to the company’s products and services by creating a unique identity in the marketplace. It allows the company to differentiate itself from its competitors, and communicate its message and market position in a consistent and holistic manner.

 

You Will Learn How To:

  • Develop a framework to identify and establish brand positioning and values to build customer based brand equity
  • Plan and implement brand marketing programs through integrated marketing communications and brand associations to build 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, revitalising and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement).

 

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