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Cambridge Judge Business School Executive Education

Strategic Branding 2.0: the Cambridge Approach

Strategic Branding in the Social Media Era - Developing a strong brand
Nov 28—29, 2019
2 days
Cambridge, United Kingdom
GBP 2760 ≈USD 3388
GBP 1380 per day
Nov 26—27, 2020
2 days
Cambridge, United Kingdom
GBP 2760 ≈USD 3388
GBP 1380 per day

How it works

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Description

A strong brand has been the primary strategic asset for firms, and therefore building a strong brand is becoming a central component of a firm's marketing strategy. However brand building is always a challenging endeavour, especially in the social media era, as it requires managers to have deep insights on consumer psychology, market competitive dynamics, opportunities and threats associated with social media, and their own organisational capabilities.

Topics

This programme deals with the brand building strategies and process. To be more specific, the topics covered in the programme include:

  • Understanding the essence of a brand and branding
  • How to build a strong brand
  • Brand positioning
  • Choosing brand elements
  • Communicating the brand
  • Branding challenges in the social media era
  • Social media strategies for brand building
  • Brand equity measurement techniques
  • Managing brand portfolios
  • Dealing with brand crises
  • Using high-tech for brand building

Benefits

  • Understand the essence of brand and brand building
  • Learn about the effective strategies and best practices in branding
  • Develop a deep understanding on brand positioning
  • Learn about how to measure brand equity
  • Develop skills for managing multiple brand and brand extension

This programme counts as one course for those completing the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

Who should attend

This programme is targeted at those who have the ability to initiate change in their organisations or business units, those responsible for or contributing significantly to the development and implementation of brand building strategies, and also any entrepreneurs and executives wishing to broaden their strategic horizon with respect to brand management.

Experts

University Senior Lecturer in Marketing Director of the MPhil in Management Programme Fellow of St Edmund''s College BSc (Jilin University), MA (West Virginia University), PhD (University of Southern California) Research interests New product growth in high-tech industries; internationalisa...
Research interests Research interests include: marketing strategy; health care markets, innovation and market entry; customer and employee relationship management in service industries; pharmaceutical R&D and retail chain expansion and growth. Specific interests are health-related consumpti...

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Next dates

Nov 28—29, 2019
2 days
Cambridge, United Kingdom
GBP 2760 ≈USD 3388
GBP 1380 per day
Nov 26—27, 2020
2 days
Cambridge, United Kingdom
GBP 2760 ≈USD 3388
GBP 1380 per day

How it works

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