Brands and Branding (8 Weeks) (BRB101)
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.
As founder and director of Concept Design, Ed Thompson works with multinational clients in Asia-Pacific providing strategic services covering marketing, business and partnership development with a focus on emerging digital technology.
With more than 20 years in Japan, he has built solid experience handling the varied challenges leading multicultural, cross-functional teams at all levels of global organizations, to consistently deliver positive outcomes for corporate initiatives.
He continues to assist both domestic and multi-national corporations in increasing brand awareness through the planning of effective digital and marketing strategies, customer loyalty programs, lead generation campaigns and advertising promotions.
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