Global Certificate in Marketing Simulation: Building Brand Equity

•
Brand Identity and Positioning: Understanding the importance of a strong brand identity and how to position it in the market. Includes topics such as brand vision, mission, values, personality, and equity.
•
Market Research and Analysis: Conducting market research to gain insights into consumer needs, preferences, and behaviors. Includes topics such as target market identification, segmentation, and competitive analysis.
•
Product and Service Design: Designing products and services that meet consumer needs and align with the brand identity. Includes topics such as product development, innovation, and life cycle management.
•
Integrated Marketing Communications: Developing and implementing integrated marketing communication strategies that build brand awareness and equity. Includes topics such as advertising, public relations, direct marketing, and social media.
•
Customer Experience Management: Managing the customer experience to build brand loyalty and advocacy. Includes topics such as customer journey mapping, touchpoint analysis, and feedback management.
•
Brand Metrics and Evaluation: Measuring and evaluating brand performance using metrics such as brand awareness, consideration, preference, and loyalty. Includes topics such as brand tracking studies, market share analysis, and return on investment.
•
Brand Strategy and Planning: Developing and implementing brand strategies that align with business goals and objectives. Includes topics such as brand architecture, positioning statements, and implementation plans.
•
Brand Crisis Management: Managing brand crises and protecting brand reputation. Includes topics such as crisis communication planning, issues management, and reputation recovery.
•
Brand Culture and Internal Marketing: Building a brand-focused culture within the organization and engaging employees in brand advocacy. Includes topics such as employee brand training, brand ambassador programs, and internal communication strategies.