Strategic Brand Management 5 credits

This course provides you with a comprehensive understanding of strategic brand management as a process for creating, sustaining, and leveraging brand equity to achieve long-term business success. It explores how effective brand strategies can drive growth, differentiation, and customer loyalty in competitive markets. You will learn key concepts and analytical tools for segmentation, targeting, and positioning, as well as the design and management of brand portfolios and architectures. The course covers strategies for launching new products and services, setting pricing and distribution policies, and managing brand extensions and flanking strategies. Attention is given to identifying and mitigating brand cannibalisation effects within multi-brand portfolios. Additionally, you will develop the ability to measure and evaluate brand performance using a range of key performance indicators (KPIs). This includes interpreting data on market share, brand equity, customer perceptions, and financial outcomes, to support informed strategic marketing decisions.