STRATEGIC BRAND MANAGEMENT

About this Course

  • 4 students enrolled
  • 3 instructors

Course Description

This course provides students with a basic understanding of brand architecture and its roles in development of brand equity. The course emphasizes on comprehensive theoretical foundation with techniques and practical insights for making better brand decision. Thus, improving profitability of the brand.

Course Learning Outcomes

1 ) Organize work within team towards brand strategies development to build brand equity
2 ) Explain brand architecture and its roles
3 ) Analyze brand performance

Course Details

STATUS : Open
DURATION : FLEXIBLE
EFFORT : 4
MODE : 100% Online
COURSE LEVEL : Intermediate
LANGUAGE : English
CLUSTER : Business & Management ( SP )

Join this course

 Syllabus

Brand and brand architecture
Brand equity concept

Customer-based brand equity model
Brand positioning

Brand resonance model
Brand value chain

Criteria for choosing brand elements
Brand elements: options and tactics

Integrating marketing
Product strategy
Pricing strategy
Channel strategy

Major marketing communication options
Developing integrated marketing communication programs
Branding in the digital era

Conceptualizing the leveraging process
Secondary brand association

Brand audit
Designing brand tracking studies
Big data and marketing analytics dashboards
Establishing a brand equity management system

Capturing customer mind set through qualitative research techniques
Capturing customer mind set through quantitative research techniques

Brand valuation approaches

Developing a brand architecture strategy
Brand architecture guidelines
Introducing and naming new products and brand extensions

Reinforcing brands
Managing brand over geography boundaries
Global branding

Company-based branding project

Our Instructor

PROFESOR MADYA DR NOR IRVONI BINTI MOHD ISHAR

 Course Instructor
UiTM Shah Alam

PROFESOR MADYA DR MOHD ZAKI BIN AWANG CHEK

 Course Instructor
UiTM Kampus Tapah

PROFESOR MADYA DR SITI ZALEHA BINTI SAHAK

 Course Instructor
UiTM Shah Alam

 Frequently Asked Questions

A1 : Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand.