How to Build Strong Brands

1.5 Credits · Level: Graduate

"Branding is a key driver of customer demand, enabling organizations to command significant price premiums over competitors. Thus, brand equity is of vast commercial worth and its creation, development, and leverage are a critical component of effective marketing. This course is designed to develop your understanding of how to build, measure and manage brand equity. ns, and will stress the critical roles of both creativity and managerial intuition as well as data and analysis. The main learning objectives of this course are: - To understand the relevant theories and models to make effective branding decisions; - To develop the skills to design and implement brand programs, such as: - Creating compelling positioning statements; - Understanding how to reverse engineer brand positioning strategies; - Planning a brand activation program to convert strategy into action; - Measuring and evaluating brand performance. - To strengthen the ability to critically assess competitive positions and gain an appreciation for the difficulty and ambiguity associated with developing and leading a brand at the mid to senior levels of an organization."