Brands and Branding (8 Weeks) (BRB101)

Tuesday 19:10-21:30
Tokyo (Maps & Directions)
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Course Details

A strong brand is an important component in achieving increased sales. Often organizations focus on marketing and communications techniques without paying enough attention to their "brand", which can lead to a weaker return on investment than expected. 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 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.

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This course applies to the following certificate(s):

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Fees for people who register between March 15 and April 12, 2021 and make full payment by April 12, 2021, are shown in the "Early-Bird" column below.

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