Brand Management I. - in English (kurz v angličtině) - MBA professor

Brand Management I.

 

Course Objectives:

This seminar will examine the role of brands as strategic assets, and how effective branding can be a source of competitive advantage in today’s competitive marketplace.  It will also emphasize how strong brands can transcend different geographies, cultures and market differences.

 

Key Learning Points:

Upon completion of this seminar, a participant should be able to:

• Understand the concept of brand equity and how it can be measured;
• Assess the role of brands in creating customer value and competitive advantage;
• Identify the key attributes of dominant global brands;
• Create an effective brand positioning strategy;
• Understand the sources of brand loyalty;
• Evaluate the value of umbrella brands; and,
• Conduct an effective Brand Audit.

 

Target Group: Brand Managers, Product Managers & Marketing Managers (Entry Level, Mid- Level and Senior Level)

Duration: 3-4 days (depending on the depth of coverage required) 

Faculty: professor from prestigeous US EMBA program