Brand Leadership: Strategy, Management, and Performance
Curso
En New York City (USA)
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Learn how to build a strong brand identity, a superior brand experience, and lasting brand loyalty!
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Tipología
Curso
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Lugar
New york city (USA)
A brand is a pivotal strategic and financial asset for any organization. In Brand Leadership: Strategy, Management, and Performance, by Columbia Business School, you will learn how to build a strong brand identity, a superior brand experience, and lasting brand loyalty.
The program is fast paced, dynamic, and practical, combining interactive lectures and discussions with case studies, planning exercises, and other group work. It is delivered in close collaboration with the Center on Global Brand Leadership, a one-of-its-kind think tank that provides innovative brand solutions.
At the Center, the program’s faculty directors, Professors Bernd Schmitt and Michel Tuan Pham, have developed some of the key ideas in brand marketing and management today – from emotional branding and positioning platform selection to customer experience management.
These ideas have been built into the Executive Brand Leadership ModelTM, a powerful set of practical tools for managing and leveraging brand assets in today’s global and digital environments. In the Brand Leadership program, you will learn to apply this model to your brand and organization for greater profits and growth.
In addition to classroom work, the program uses New York City as a virtual brand and lifestyle laboratory. In addition to meeting New York-based new media experts, you will engage in an immersive brand experience tour of iconic retail stores, and conduct an on-site analysis of digital brand displays in Times Square, followed by drinks and dinner at a much-buzzed-about lifestyle restaurant and bar.
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Sedes y fechas disponibles
Ubicación
Inicio
Inicio
Opiniones
Materias
- Brand
- Case
- Management
- Branding
- Retail
- Marketing
- Global
- Strategy
- EXECUTIVE
- Leadership
- Planning
- Media
- New Media
- Audit
- Brand Leadership
- Marketing Strategy
- Social Media
- Case studies
Programa académico
The program uses a combination of interactive lectures, case studies, planning exercises in groups, and experiential learning activities that leverage New York City as a virtual brand laboratory (including an immersive brand retail tour, an on-site analysis of digital brand displays, and a lifestyle immersion). Most importantly, you will learn, step-by-step, the various tools of the Executive Brand Leadership ModelTM, and apply these tools to your own brand.
Day 1 focuses on brand strategy, brand identity, and digital branding. We will begin with a Brand Leadership Audit where you will identify the strengths and weaknesses of your brand relative to competition. You will then discuss the key parts of your brand’s identity—the brand core, brand personality and brand positioning as well as various implementation elements. At the end of Day 1 we will examine social media, digital platforms and user content to develop a digital strategy for the brand.
Day 2 focuses on creating deeply human, emotional and social connection for the brand through brand archetypes and the brand experience. You will learn how to strengthen your brand using brand archetypes and customer experience management. In addition, we will invite a panel of brand practitioners and new media experts to join us to discuss current and future trends in branding, and integrated marketing communications.
Day 3 focuses on measuring brand value, brand architectures and portfolio management, and the organizational implications of your branding strategy. You will learn various brand impact metrics and design a tracking system for your brand. You will explore brand architecture options and how to assess the role of your brand as part of a brand portfolio. Finally, you will learn how to align the organization around the brand and become a brand-centric organization.
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Te ayudará a comparar y elegir el mejor curso para ti y a financiarlo en cómodas cuotas mensuales.
Brand Leadership: Strategy, Management, and Performance