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
This session is concerned with the foundations of brand management. It will open by considering some of the issues involved in nurturing brands. To manage brands effectively there needs to be consensus about the nature of the brand in question. As brands are intangible assets a framework will be presented to characterise the nature of a brand. One of the problems is that an inconsistent approach to supporting the brand may result, so a framework to manage this will be discussed. Ways of building more emotion into a brand will be explored.
LEVEL: Basic to Intermediate
RUNNING TIME: 2Hours 30Min
- Principles of Brand Management
- Nurturing brands
- Defining brands
- Brands matter
- Brands promises
- Brands promises hierarchy
- 360 Brand experience
- Designing memorable experience
- Evolutionary interpretations
- Characteristics of successful brands 1
- Characteristics of successful brands 2
- Brand differentiation 1
- Brand differentiation 2
- Added value
- The importance of surround
- Service mapping
- Added value of co-creation
Strategic Brand Management
Course expertLeslie de Chernatony
Professor - Brand Management