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Brand Management
R6,900.00
In this course, you will learn about a brand’s life circle, which involves brand building, meaning creation, management, and sustainability. Additionally, you’ll gain insights into the identity and psychology of effective branding and explore global/local strategies and multi-brand portfolios. You will attain a long-term perspective on brand value and the future.
As an institution that is responsive to changing student requirements in certain sectors of the market, we have introduced an online option offering shorter courses. These courses provide quick wins for busy professionals and can fast-track careers in a matter of weeks or months. Professionals can stay at the cutting edge of industry-relevant skills development, as they compete in the dynamic 4IR (fourth industrial revolution) job market. Like our distance courses, our online courses allow you to register at any time. Studying is flexible and can be scheduled according to your needs.
COURSE DURATION:
12 Months
COURSE START DATES:
You can start studying this course at any time of the year as soon as you have completed your registration, you can get started. There are no specific registration dates!
COURSE INFORMATION:
Study Phase 1: Quiz 1
- Part 1: Building a brand
- Brand identity
- Brand and business building
- Building through marketing communication
- Building your personal brand
- Part 2: Making meaning
- Psychology and branding: Part 1
- Psychology and branding: Part 2
- Cultural meaning systems and brands
Study Phase 2: Quiz 2
- Part 3: Managing a brand
- Strategic brand management
- Managing global portfolios
- Brand name changes and brand transfers
Study Phase 3: Quiz 3
- Part 4: Sustaining a brand
- Brand innovation and technology
- Aging, decline, and revitalization
- Brand valuation
ASSESSMENT:
Work through the workbook. At the end of each Study Phase, there is a quiz to complete. You need to complete and pass each of the quizzes with a minimum of 70% to get a certificate. No restrictions on your attempts.
COURSE EXIT OUTCOMES:
1. Analyse the concept of brand identity, including its sources and creation process, to develop a comprehensive understanding of brand identity elements.
2. Synthesise brand identity and brand positioning concepts, distinguishing their roles and impact in brand management.
3. Create a brand identity prism and use it to evaluate brand identity elements for a given brand.
4. Develop strategies for brand identity creation, considering contemporary market trends and consumer preferences.
5. Formulate and apply phases and models of brand building, demonstrating an understanding of the strategic elements involved.
6. Design a value curve diagram for a brand, interpreting its implications for brand positioning and market differentiation.
7. Critique the processes involved in luxury brand building, including the eight pillars of luxury brand marketing.
8. Assess the dynamics of brand building, contextualising the factors that contribute to establishing a market-leading brand.
9. Appraise real-world brand management cases, extracting lessons and best practices for effective brand management.
10. Propose innovative brand management solutions, addressing challenges and opportunities in diverse market scenarios.
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