Brand management

This course is highly relevant for communication professionals. It explores the nature of brands, the concept of a brand as a promise, and the mechanisms to encourage a coherent brand strategy. Participants will learn about the driving forces behind brand emotion and techniques to ensure effective brand differentiation.

Professor
Module
Understanding the communication environment and managing integrated communication

This course is highly relevant for communication professionals. The traditional, classical model of branding stressed consumers but this course takes a more balanced perspective, recognizing the importance of other stakeholders as brand builders. A more integrated communications approach is needed to ensure a coherent promise across all stakeholders groups.

The course explores the nature of brands, the concept of a brand as a promise, and the mechanisms to encourage a coherent brand strategy. Participants will learn about the driving forces behind brand emotion and techniques to ensure effective brand differentiation. They will also be exposed to managers’ diverse interpretations of the brand concept. A significant amount of time will be devoted to a strategic framework which enables the development of a coherent brand and each stage of this framework will be explored in depth.

They will be able to devise a powerful brand vision, understand the organizational culture’s importance in brand building, align employee values with commitment to the brand, devise mechanisms for maintaining focus on achieving brand objectives, identify the forces enhancing or impeding brand strategy, and competently contribute to the strategic development of the brand’s positioning and personality.