Strategic Branding 2.0: The Cambridge Approach 24-25 March 2022
Usually £2,500 + VAT - 20% off for Cambridge Newtrok Members
-----------
Building a brand
A strong brand is one of the primary strategic assets for firms. Building a brand is therefore a central component of any firm’s marketing strategy and marketing management. Further, branding is not just the preserve of the Marketing department. All areas of the organisation can and do influence the brand as perceived by outsiders; be they customers, stakeholders, suppliers; existing and even prospective employees. This requires managers to have insight into consumer psychology, market competitive dynamics, opportunities and threats associated with social media and their own organisational culture and capabilities.
In this programme, you will explore brand building and branding design, drawing upon evidence from academic research along the way. You will explore the cultural implications of branding in today’s globalised marketplace. Key to this programme is work in small project groups, using a brand chosen by your group to analyse the critical strategic decisions you need to make for that brand. This is a concrete, “hands-on” approach where you will grapple with the practical questions that face any executive looking to create value for their organisation through brand building.
Your learning journey
Module 1: Introduction to brands and branding
- Brands, branding and brand equity
- How to assess the strength of a brand
- How elements of the marketing mix contribute to building brand equity.
Module 2: Measuring and leveraging brand equity
- The sources of brand equity and brand value
- A variety of brand valuation methods
- How to manage brand portfolios over time.
Module 3: Social media and digital branding strategies
- The three stages of digital branding
- Strategies for digital communication, digital value augmentation and digital optimisation
- How to design a digital customer journey map.
Module 4: Branding organisation and management systems
- The characteristics of a brand-driven, customer-centric organisation
- The impact of digital transformation on marketing in organisations
- How to prepare a brand audit.
Get in touch for more details - c.wright@jbs.cam.ac.uk
https://www.jbs.cam.ac.uk/executive-education/open-programmes/marketing/strategic-branding/
