INTRODUCTION

In this dispensation of intense competition in the market place, strong brand building skills are required to survive and thrive. Without doubt, brands have become strategic assets and also serving as a primary source of competitive advantage for a marketing organization.

The course is designed to develop the understanding of marketing practitioners in building and maintaining strong brands. It will develop their ability to design and successfully implement brand plans in addition to addressing the power of brand strength and converting it to business success for the firm.

OBJECTIVES

At the end of the course, participants will be able to

• understand the benefits of the brand-as-a-person, and brand-as-an-organization perspectives
• distil and manage the core essence of their brands
• acquire the best practice techniques for brand management