Brand Management and Marketing Strategy Certificate

Build, position, measure and manage brands that hold their value across markets and years.

Your logo isn't your brand. Your customers' memory is.

What this is

Most businesses manage their brand by mood: a new logo when bored, a discount when slow. This certificate gives you the full discipline, from essence, naming and positioning to equity, measurement, segmentation, the marketing mix and digital branding, all grounded in Malaysia's multicultural market. You finish with a brand management plan you can actually run.

What you will be able to do

Modules

  1. What a brand really is. How brand management grew from a mark of ownership into a managed promise, and how to find the one idea at its core. 2 lessons.
  2. Names and identity. Naming principles for a brand that can grow, and an identity system customers recognise before they read your name. 2 lessons.
  3. Associations, positioning and loyalty. What customers connect to your name, where you choose to stand, and how preference turns into loyalty. 3 lessons.
  4. Managing brands over time. Architecture, extensions, brand trouble and Malaysia's multicultural market, managed for long-term value. 3 lessons.
  5. Brand equity and measurement. Why people pay more for a name, and the qualitative and quantitative ways to measure brand strength and value. 3 lessons.
  6. Buyers and segments. How customers really decide, and how to segment and target a market you can actually serve. 2 lessons.
  7. Positioning through the mix and communication. Price, place, integrated communication and digital branding as one consistent brand message. 3 lessons.
  8. Capstone: the brand management plan. Build, run and present a twelve-month brand management plan for a real or chosen brand. 2 lessons.

Who it is for

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