What do companies like Apple, Facebook, Coca-Cola, Mercedes, and Armani have in common?
They are recognized as Brands able to deliver something people love: a superior product experience to their competitors.
Brand Management: Build Successful Brands will teach you step-by-step how to create unique brands worth money.
The teacher is Prof. Leslie de Chernatony, best seller author and professor in leading Universities.
This course starts with the foundations of brand management. It will open by considering some of the issues involved in nurturing brands. In managing brands, there needs to be a consensus about the nature of the brand in question. As brands are intangible assets, Prof. de Chernatony will present a framework to characterize the quality of a brand. The course will explore ways of building more emotion into a brand.
Effective brand strategy necessitates taking a pan-company perspective to understand the organization's competencies, identify new opportunities, and leverage the advantage of corporate culture to deliver the brand promise.
Brand success does not result from focusing on customers but from adopting a more balanced perspective by addressing stakeholders. In an era when it is easy to copy what a brand can deliver (functional values), it is more challenging to replicate how the brand is shown (emotional values). This session will address how brands can grow and be sustained by looking inside and outside an organization. It will open by presenting a model to strategically grow and support brands, "From brand vision to brand evaluation."
After explaining the model, the course will explore the different elements to show how the model can be used to develop valuable brands.
Leslie is Professor of Brand Marketing at Universita della Svizzera italiana, Lugano, Switzerland, Honorary Professor of Brand Marketing at Aston Business School, UK and Managing Partner of Brands Box Marketing and Research Consultancy. Having made a significant contribution to advancing knowledge about brand management, he now bridges the advancement of brand knowledge in his academic role with the application of brand knowledge in his consultancy role. His cutting edge work on strategically building brands has helped many organisations develop more effective brand strategies. Leslie’s research on brand marketing is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes. Both the Chartered Institute of Marketing and the Market Research Society recognised his contribution to advancing knowledge about strategic brand management by honouring him with Fellowship status. He is also a Freeman of the Worshipful Company of Marketors. Leslie's work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences. Winning several major research grants helped him and his team investigate factors associated with brand success. He sits on the Editorial Boards of numerous journals. Leslie held a Visiting Professorship at the Madrid Business School and is Visiting Professor at Thammasat University, Bangkok. A firm advocate of the need for managers to benefit from his work on brand marketing, he has run many highly acclaimed management development workshops throughout Europe, the USA, the Middle East, Asia and Australia and his advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an expert witness in court cases over branding issues.