Certified Brand Manager 

This program takes a customer-centric approach to explore what draws us to specific brands and what makes us happy acquiring them. What do companies do to create such compelling brand experiences and to cultivate a brand that nurtures customer engagement, with the goal of identifying the components of building and managing exceptional brands. A range of branding theories, concepts, strategies and practices designed to build, measure and sustain brand equity will be addressed across a range of real-world contexts, product types, and industries.

 

Learning Outcomes

Upon successful completion of this course, the participant will be able to:

  • Define core terms in branding and understand brand elements that help build brand equity.

  • Recognize the role of Brands in customer decision making and the key elements that create strong brands

  • Identify the role that Brands play in helping companies establish a competitive position

  • Develop an appreciation of how to measure brand equity and a range of performance-related outcomes.

  • Augment participant ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending and sustaining inspired brands.

  • Appreciate the challenges of managing a brand over time and geographical boundaries.

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