Strategic Branding 2.0: the Cambridge Approach
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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.
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
- 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.