Subject

Strategic Brand Management

How strong brands are built, measured and sustained — brand equity, positioning, brand architecture, integrated communications, brand extensions, global branding and revitalisation.

What this subject covers

A 35-chapter ZIM PGD subject on managing brands strategically. Learners study customer-based brand equity and how to measure it (including Aaker's Brand Equity Ten), points of parity and difference, crafting and updating positioning statements, and how pricing, channels and integrated marketing communications build brand value. It also covers brand architecture and branding strategies, brand extensions, internal branding, internet and social media branding, global brand adaptation, brand protection, rebranding and revitalising brands over time.

Lesson topics

Chapter 1: Introduction to Branding
Chapter 2: Benefits and Importance of Branding
Chapter 3: Customer-Based Brand Equity
Chapter 4: The Two Sides of Brand Equity
Chapter 5: Brand Positioning and Customer Perception
Chapter 6: Perceived Value, Customer Lifetime Value and Channels
Chapter 7: Communicating Value
Chapter 8: Measuring and Managing Brand Equity
Chapter 9: Outcomes of Brand Equity
Chapter 10: Points of Parity, Points of Difference and Differentiation
Chapter 11: Brand Positioning Models and Analysis
Chapter 12: Crafting the Brand Positioning Statement
Chapter 13: Updating Positioning Over Time
Chapter 14: Pricing and Price Perceptions
Chapter 15: Channel Strategies
Chapter 16: Overview of Marketing Communications
Chapter 17: Developing Effective Marketing Communications
Chapter 18: Internal Branding
Chapter 19: Managing Integrated Marketing Communications
Chapter 20: Internet and Social Media Branding
Chapter 21: Global Branding: Strategy, Structure and Performance
Chapter 22: Strategic Brand Management Application and Integration
Chapter 23: Brand Extensions and Brand Transfer
Chapter 24: Brand Imitation, First Movers and Late Entrants
Chapter 25: Product Development and Brand Strategy
Chapter 26: Brand Reinforcement and Revitalisation
Chapter 27: Brand Protection
Chapter 28: Global Brand Adaptation, Communication and Multichannel Marketing
Chapter 29: History of Branding and Examples of Strong Brands
Chapter 30: Branding Strategies: Individual, Family, Multiple, Co-Branding and Private Label
Chapter 31: Brand Architecture, Brand-Product Matrix and Brand Hierarchy
Chapter 32: Measuring Brand Equity: Three Perspectives, Aaker's Brand Equity Ten and Tracking
Chapter 33: Reasons for Not Branding and Generic Brands
Chapter 34: Rebranding and Changing Brand Identity
Chapter 35: Contemporary Brand Issues: Integration, Communities, Culture and New Product Screening

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K900.00

Assessment fee Not applicable — no assessment

Total amount to pay K900.00

Save K2,000.00 by bundling

Pay K2,500.00 for all 6 subjects in ZIM Marketing PGD instead of K4,500.00 — assessment fees included, no extra payment. View the programme.

35 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

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