Course Modules

Module 1: Foundations of Strategic Brand Management

• What is a brand? Brand vs branding

• Strategic importance of brand equity

• Elements of a successful brand strategy

• The brand value chain and brand audit tools

• Case studies of iconic global brands

Outcome:Participants will conduct a mini brand audit and assess the current positioning of their organization or a chosen brand.

Module 2: Brand Positioning and Differentiation

• Understanding the target market and customer insights

• Crafting a brand positioning statement

• Points of parity vs points of differentiation (POP & POD)

• Brand personality, voice, and promise

• Competitive analysis and perceptual mapping

Outcome:Create a brand positioning framework for a real or hypothetical brand and identify opportunities for differentiation.

Module 3: Brand Architecture and Portfolio Management

• Types of brand architecture: House of brands, branded house, hybrid models

• Managing multiple brands and sub-brands

• Strategic decisions in brand extensions and acquisitions

• Co-branding, endorsements, and alliances

• Global branding vs local customization

Outcome:Design a brand architecture map and evaluate the pros and cons of different portfolio structures.

Module 4: Building Brand Equity and Engagement

• Keller’s Customer-Based Brand Equity (CBBE) model

• Emotional branding and storytelling

• Consistent brand touchpoints across channels

• Influencer and content marketing’s role in brand equity

• Internal branding: Employee alignment with brand values

Outcome:Develop a brand engagement plan with storytelling, digital strategies, and employee branding initiatives.

Module 5: Measuring and Evolving the Brand

• Key brand metrics: Brand awareness, preference, loyalty, NPS

• Tools for tracking brand performance and perception

• Rebranding and brand revitalization strategies

• Managing brand crises and reputation

• Future-proofing your brand in a digital-first world

Outcome:Create a brand measurement dashboard and outline a strategic evolution plan for brand growth.