Course Overview
Create products, services and stories your customers want to buy.
Marketers of successful 21st-century brands must excel at the strategic brand management process. Creating strong brands that deliver on promise, and maintaining and enhancing the strength over time, is a management imperative. Strategic brand management combines the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value. It has four main steps:
- Identifying and establishing brand positioning
- Planning and implementing brand marketing
- Measuring and interpreting brand performance
- Growing and sustaining brand value
This is important because one of the most valuable intangible assets of a firm is its brands. Strong brand’s ability to simplify decision making, reduce risk, and set expectations is invaluable. Proper marketing efforts focus on managing brand value. Building a strong brand is both an art and a science. It requires careful planning, a deep long-term commitment, and creatively designed and executed marketing. A strong brand commands intense consumer loyalty—and at its heart is a great product or service. Building a strong brand is a never-ending process, as the marketers of Gatorade have found out. You read the stories in module 1.
Expand your Brand management skills with time-honoured principles of creating brand. Wherever you are in your career— a Brand manager or someone dreaming to work in marketing, brand and product management functions— the brand creation program can help you achieve your goals.
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