This comprehensive course delves into the core concepts of Strategic Brand Management. From dissecting Brand Equity and Brand Value to exploring the dynamics of Brand Identity, Personality, and Positioning, you'll navigate Aaker's Brand Equity Model and discover the impact of cultural and social perspectives on Brand Image. Uncover the intricacies of brand launch processes, media relations, and strategies to build a robust corporate reputation. Gain essential insights into brand loyalty, sponsorship, and the role of CSR in sustainable development.

After the successful completion of this course, you will understand the following;

1. Strategic Brand Management:
   
   

   • Concept of Brand Identity, Brand Image, and the main differences between them.
   • Concept of Brand Personality, brand positioning, and the main differences.
   • Brand Objective.
   • Relationship between Competitive strength and brand value.
   • How brand value enhances organisational strength
   • Concept of corporate reputation and its element.
   • Concept of brand association and sustainability.

    

   BRAND EQUITY AND BRAND VALUE:
   
   

   • Grasp brand equity and value's significance.
   • Comprehend the brand equity pyramid's layers.
   • Evaluate brand equity and loyalty measurements.
   • Differentiate external vs. internal branding.
   • Manage diverse brand portfolios effectively.
   • Learn from Aaker's Brand Equity Model.
   • Understand digital brand reputation's impact.
   • Recognize Interbrand's role in brand valuation.

   Understanding Brand Identity, Personality And Positioning.

   • Identify Factors Driving Brand Identity.
   • Understand the Brand Identity Prism Model.
   • Explore Brand-Organization Relationship.
   • Define Brand Personality, Profile, and Positioning.
   • Analyze the Brand's Impact on Stakeholders.
   • Connect Brand Identity, Image, Value.
   • Master Brand Position, Association, Differentiation.
   • Differentiate Points of Difference, Parity.

    

   Understanding Brand Image And Perception From A Cultural And Social Perspective:

   • Branding Archetypes and Market Attractiveness Models.
   • Consumer Perceptions and Cultural Audit.
   • Standardisation versus Adaptation.
   • Stakeholder Needs and Mendelow’s Power Interest Matrix.
   • Importance of Social Values and Co Creation of Values.
   • Environmental issues and how it impacts brand image.
   • Social, cultural, ethical and moral issues affecting brand image.
   • Corporate social responsibility and sustainable development.

   Essential Concepts in Brand Management:

    

   • Define and recognize the significance of "Brand" and its role in business.
   • Analyze elements that shape branding decisions and strategies.
   • Differentiate between branding strategies and understand their applications.
   • Identify factors influencing branding decisions.
   • Grasp the concepts of Brand Knowledge and Brand Perception.
   • Comprehend the marketing strategy planning process.
   • Appreciate the role of Integrated Marketing Communications.

   Corporate Reputation & Brand Launch Process:

    

   • Understand the significance of corporate reputation and its impact.
   • Learn how media interactions influence corporate reputation.
   • Recognize proactive approaches to enhance corporate reputation.
   • Understand Strategies to Build Good Media Relations.
   • Define brand dissonance and its impact on behavior.
   • Recognize the implications of negative PR on the image.
   • Define brand loyalty's role in relationships.
   • Define brand launching and its role.
   • Learn about brand sponsorship and its impact.

    

   Strategic Brand Development:

   • Define branding's role in creating distinct identities for products or companies.
   • Classify types of brands (product, service, corporate) and differentiate their characteristics.
   • Explain brand adaptations.
   • Outline the process of brand development, from inception to market establishment.
   • Develop brand development plans.
   • Describe the sequential stages of brand development, from research to launch.
   • Apply strategies and Analyze factors in successful brand building.

    

   Concepts in Digital Branding:

   • Understand how to strategically position your brand online for optimal visibility and audience engagement.
   • Learn techniques to establish and nurture trust with online audiences, enhancing brand credibility.
   • Grasp the concept of aligning your online efforts with the market's preferences for consistent brand resonance.
   • Explore the relationship between organizational culture and brand identity for cohesive messaging.
   • Discover how employee skills contribute to brand representation and customer perception.
   • Gain insights into managing branding efforts internally for better control and alignment.
   • Understand when and how to effectively outsource branding tasks to external experts.
   • Recognize the financial benefits a strong brand can bring to a business and its bottom line.

    

All MSBM courses are accredited by the relevant partners and awarding bodies. Please refer to MSBM accreditation in about us for more details.

There are no strict entry requirements for this course. Work experience will be added advantage to understanding the content of the course.

The certificate is designed to enhance the learner's knowledge in the field. This certificate is for everyone eager to know more and get updated on current ideas in their respective field. We recommend this certificate for the following audience.

• Brand Strategist
• Brand Manager
• Corporate Communications Specialist
• Marketing Manager
• Social Media Brand Analyst
• Reputation Management Consultant
• Advertising Executive
• Brand Launch Specialist