Introduction
The course builds on existing communications and consumer behaviour models to explore many of the issues facing a modern-day brand manager. Topics: evaluation of brands, brands, and their relationships with consumers, how to create brand equity and the tools required to manage equity over time.
Objectives
By the end of this course students should be able to:
- Understand key principles of branding
- Explain branding concepts and ideas in their own words
- Understand and conduct the measurement of brand equity and brand performance
- Practically develop a brand, including positioning and communication
- Prepare a professional, logical and coherent report in the form of a brand audit
- Deliver an oral presentation in a professional, engaging manner
- Develop an argument and express themselves clearly in both written and oral communication
- Consider ethical issues
Requirements
Nil
Duration
From 1 to 3 days
Mode Of Study
Face-to-face or virtual
