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MiniMBA in Brand ManagementMiniMBA in Marketing

Module 1

The What & Why of Brand

the concept of brand / brand equity / brand salience

Module length: 1 hr 8 mins
Readings: 4
Study time: 2 hrs

We take a big step back to start with and ask the questions too often ignored; what are brands and why are they so important to the companies that create them and to the customers that experience them?

We go back thousands of years to the origins of brands and then fast forward to the latest brand theories so we are clear what a brand is, before we even start to manage one.

Other Modules

2 brand management
Module 2 BRAND MANAGEMENT
Module 2BRAND MANAGEMENT

brand management / brand planning / brand building

Module length: 1 hr 31 mins

Reading: 4

Study time: 2 hrs

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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

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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

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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

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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

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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

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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

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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

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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

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