Brand Management & Strategy

Many business leaders today recognise that one of the most influential and valuable assets a firm has are the brands it has nurtured and built over the years. Even though it is the product or service that is delivered to the customer, it is the intangible elements of the brand that form strong opinions about the quality, delivery and value of the goods or service. It is the brand elements that formulate the customers’ mind set and have become the most inspiring factors when making a purchase. It is the total value of these customers’ mind sets that compose and retain the brand equity and fortify a company’s reputation.

Recent approaches to building a brand and strengthening brand equity have included a variety of innovative approaches including: viral branding; social media, brand extensions and nostalgia. The course will be reviewing each of these approaches in detail and highlighting their applications to influence the consumers’ purchasing habits while building brand loyalty.