Introduction to Strategic Brand Management with Advertising Week

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Overview

Learn how to build a strategic and memorable brand identity and vision

This course will develop your understanding of the discipline and planning that goes into brand management and the basic principles that underpin brand strategy.

Discover the value of brand strategy

Almost every organisation has a brand or reputation that should be maintained.

For anyone working in marketing, an understanding of brand strategy is extremely valuable, whether you work in a commercial, non-profit or governmental organisation.

Explore marketing segmentation and targeted marketing opportunities

As you develop your knowledge of strategic branding you’ll learn how to use segmentation, targeting and positioning to improve your brand identity and attract customers.

Designing a strong brand identity requires honing and experimenting with your brand vision and mission. Experts at Advertising Week will teach you how to produce a brand essence framework which accurately represents your brand and its values.

Learn how to build a brand plan

Once you’ve identified your brand identity and strategy, you’ll learn how to model this strategy into a brand plan which aligns with your wider marketing and business goals.

By the end of this course, you’ll have an in-depth understanding of the importance of brand management and how to create a strategic brand plan.

This course is designed for anyone who wants to understand the basics of branding and brand management.

This includes marketers who are working on brands for the first time and those moving into a role in an organisation where brand management is important.

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