Brand Management

Programme Overview

Brand management provides the necessary foundation to understand the role of a brand, its various components—both tangible and intangible, how these components interact, and how they work together to create the target consumer’s desired relationship with the brand. In this course, you will explain brand investment and articulate its values. You will also plan a unique value proposition and a differentiated position. Finally, you will use brand elements and ongoing, actionable brand metrics.

Learning Outcomes

1. Explain brand investment.
2. Articulate brand values.
3. Plan a unique value proposition and a differentiated position.
4. Use brand elements, including development as needed and ongoing brand guidelines implementation.
5. Use ongoing, actionable brand metrics.