Effective and impactful branding is essential for any organisation. This course focuses on how to develop a strategic approach to branding and communicating the benefits of your business to an international audience. It pays particular attention to the skills needed to develop positive brand equity and corporate reputation in the digital age of branding.

The course unpacks the key concepts of brand architecture; sets out strategies for successful brand growth; and gives managers the tools to measure their brand equity and evaluate their brand performance.