Strategic branding

Why are some brands so memorable, while other brands quickly disappear? How does a company build strong brands and what can marketers do to effectively manage their brands to ensure it stands out in a competitive environment? A strong brand is a company’s most valuable asset, because of what it signifies, e.g. “trustworthy, value for money, reliable, safe.” Thus, branding is about reputation. This unit takes a strategic approach to answer these questions – to remain competitive, a brand requires a strong value proposition and must be able to defend itself against competing brands and be able to influence the market in its favour. The unit examines how branding issues should be integrated into the overall marketing activities The unit aims to provide you with an understanding of the concepts and tools used in building and managing brands to ensure the perpetuation of the company’s reputation, which is symbolised within the brand.