Brand Management

About This Module

Brand is not a logo refresh. It is the expectation a customer brings to the next job, the next invoice, the next complaint. You can spend on identity and still have a brand that means 'they were late.' Four chapters: strategy and positioning, identity and architecture, equity, and the ugly chapter — challenges and revitalisation. You will learn what to measure besides 'awareness' when awareness is not the problem. Consistency is kinder than cleverness.

What You'll Learn

• Develop effective brand strategies and positioning statements
• Create cohesive brand identities that resonate with target audiences
• Build and measure brand equity across multiple dimensions
• Manage brand architecture for product and service portfolios
• Navigate brand challenges and implement revitalization strategies

Prerequisites

Basic understanding of marketing principles