Programme outline
Learning objectives
- Understand what it takes to build good brands
- How to create the right approach to building and protecting the brand as a key asset
- Key strategic questions to ask on brand building and protection, especially at the leadership level
Day 1
- Introduction – getting to know each other and sharing goals for the training
- Section 1: What is brand? What are the fundamentals of building a good brand
- Online quiz 1: Section 1 recap
- Section 2: The importance of brand in creating shareholder financial value
- Section 3: How does a good brand help impact enterprise-wide strategy? The opportunities and risks
- Recap Day 1 + issue take-home assignment
- Online quiz 2: Day 1 recap
Day 2
- Section 4: Key fundamentals of brand protection and governance approach
- Section 5: Risks of lack of brand protection and enforcement strategies
- Online quiz 3: Section 4 + 5
- Section 6: Learning through real use cases
- Group assessment: Case study discussion and presentation
- Recap Day 2: Summary
Assessment
- Class participation (30%): Active participation in discussions, group work, and activities throughout the course (individual)
- Online quiz 1 (10%): Day 1 – Section 1 (individual)
- Online quiz 2 (10%): Day 1 – Section 2 & 3 (individual)
- Online quiz 3 (10%): Day 2 – Section 4 & 5 (individual)
- In-class assignment (40%): Case Study Discussion and Presentation (team)