Brands and Branding (8 Weeks) (BRB101)
- Wednesday 19:10-21:30
- Tokyo (Maps & Directions)
Did you know that having a strong brand can help your company achieve increased sales? Oftentimes, companies focus too much on marketing and communications techniques without first focusing on the "brand" - leading to lots of effort, many times however without the desired result.
This comprehensive introductory course looks at the key components that help define a brand and helps identify why having a strong brand matters.
It is designed to provide a solid understanding of brands and the communications strategies through which successful brands are built and managed.
The first part of the course considers key brand concepts, such as brand identity and the impact of brands on consumer behavior. The second part covers the core techniques of brand building and management, including product and logo design, advertising and communications techniques, and more.
Drawing on myriad real world examples and a number of guest lectures from leading industry professionals, the course examines the brand building roles of advertising, public relations and Internet communications, as well as the critical importance of brand culture and CSR.
This course applies to the following certificate(s):
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