Syllabus

Artboard 5
Module 2

Brand Management

  • brand strength
  • modern brand management
  • brand plan

Having understood what makes for a strong brand, we change focus to what makes for strong 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. The module concludes with a look at a fully realised brand plan and introduces the templates that will be used throughout the course and in the final simulation.

  • Module length: 40 mins
  • Readings: 4
  • Study time: 2 hrs