Executive Development Programme in Brand Portfolio Management & Strategy
-- ViewingNowThe Executive Development Programme in Brand Portfolio Management & Strategy is a certificate course designed to empower professionals with the skills necessary to manage and optimize brand portfolios. In an era where branding is critical for business success, this programme meets the industry's growing demand for experts who can strategize and manage brands effectively.
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⢠Brand Portfolio Management: An overview of the concept, principles, and best practices in managing a brand portfolio, including brand architecture, brand equity management, and optimization strategies.
⢠Brand Strategy Development: The process of creating and implementing a brand strategy, including defining brand positioning, target audience, brand values, and messaging.
⢠Brand Architecture and Equity Management: Understanding the different types of brand architecture, their benefits and drawbacks, and how to manage and optimize brand equity within a portfolio.
⢠Brand Licensing and Franchising: The legal, financial, and operational aspects of brand licensing and franchising, including the benefits and risks of these strategies, and how to evaluate and negotiate licensing deals.
⢠Brand Valuation and Financial Analysis: The principles and methods for valuing a brand, including the role of brand equity in financial statements and investment decisions.
⢠Brand Innovation and Renovation: The process of creating new brand offerings, extending brand lines, and renovating established brands, including the role of design thinking, user experience, and market research in these efforts.
⢠Brand Localization and Globalization: The challenges and opportunities of adapting a brand to local markets, including cultural differences, language barriers, and regulatory requirements.
⢠Brand Measurement and Analytics: The metrics and analytics used to measure brand performance, including brand awareness, consideration, preference, and loyalty, and how to use these insights to improve brand strategy and execution.
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