Skip to content
Close
LOGIN
BOOK NOW
LOGIN
BOOK NOW

MiniMBA in Brand ManagementMiniMBA in Marketing

Module 2

Brand Management

brand management / brand planning / brand building

Module length: 1 hr 31 mins
Readings: 4
Study time: 2 hrs

Learn to differentiate those raw materials of brand from the skill of brand management. How should a marketer manage a brand to ensure brand strength is both created and protected?

We look at the invention of modern brand management and the main responsibilities associated with being a world class brand manager, as well as looking at a fully realised brand plan and introducing the templates that will be used throughout the course and in the final simulation.

Other Modules

1 what and why
Module 1 THE WHAT & WHY OF BRAND
Module 1THE WHAT & WHY OF BRAND

the concept of brand / brand equity / brand salience

Module length: 1 hr 8 mins

Reading: 4

Study time: 2 hrs

Read More
3 brand diagnosis
Module 3 BRAND DIAGNOSIS
Module 3BRAND DIAGNOSIS

brand heritage / founders / brand research

Module length: 1 hr 46 mins

Reading: 4

Study time: 2 hrs

Read More
4 targeting
Module 4 TARGETING
Module 4TARGETING

target marketing / mass marketing / two-speed planning / the long and the short

Module length: 58 mins

Reading: 4

Study time: 2 hrs

Read More
5 brand positioning
Module 5 BRAND POSITIONING
Module 5BRAND POSITIONING

relative differentiation / positioning statements / articulation

Module length: 1 hr 25 mins

Reading: 4

Study time: 2 hrs

Read More
6 brand codes
Module 6 BRAND CODES
Module 6BRAND CODES

distinctiveness / salience / codifying / brand execution

Module length: 1 hr 30 mins

Reading: 4

Study time: 2 hrs

Read More
7 brand objectives
Module 7 BRAND OBJECTIVES
Module 7BRAND OBJECTIVES

funnel building / strategic goals / brand strategy

Module length: 1 hr 19 mins

Reading: 4

Study time: 2 hrs

Read More
8 brand architecture
Module 8 BRAND ARCHITECTURE
Module 8BRAND ARCHITECTURE

brand portfolios / consolidation / diversification

Module length: 1 hr 34 mins

Reading: 6

Study time: 2 hrs

Read More
9 tactical execution
Module 9 TACTICAL EXECUTION
Module 9TACTICAL EXECUTION

from strategy to execution / disruptive consistency / codification / exemplars

Module length: 1 hr 43 mins

Reading: 4

Study time: 2 hrs

Read More
10 Budgeting brand tracking
Module 10 BUDGETING & BRAND TRACKING
Module 10BUDGETING & BRAND TRACKING

setting the branding budget / zero-based budgets / brand health

Module length: 1 hr 40 mins

Reading: 4

Study time: 2 hrs

Read More

BOOK NOW

Take your career to the next level with  MiniMBA

Book Now
40,000+ alumni have completed the course since its inaugurationin 2016
78 NPS+ Over 90% of our alumni would recommend the course
86 A global learning programme with Alumni from over 86 countries around the world
95% alumni feel more confident after doing the course