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Brand Management for Social Media and Wireless Technologies

Overview/Description The brand tenets of the past – notably control and predictability – are no longer valid. Ever-increasing consumer power, driven by social media and other web-based and wireless technologies, is having a significant impact on brand effectiveness and brand staying power. Consumers are now key drivers for corporate brand strategy. Brand managers need to understand how to harness the power of these technologies and how consumers interact with these technologies. And they must appreciate how they can use social media and wireless technologies to their strategic advantage....

Building Lasting Customer-brand Relationships

Overview/Description The focus of brand management today is on building lasting relationships between a brand and its customers. Effective brand relationship management involves knowing a brand's customers and being aware of their changing needs and behaviors. It also involves looking for new ways to deepen the attachment between a brand and its customers. This course explores how customers connect with brands and provides an overview of actions you can take to develop a customer-brand relationship. It also outlines a methodology to analyze customer-brand connections and to make a connection...

Developing a Brand Internally

Overview/Description Many brands fail to deliver what they promise because of a lack of internal focus and engagement in the brand development process. If your employees and organizational culture aren't aligned with your brand, you'll likely fail to deliver the full value potential of your brand. Internal engagement is increasingly being viewed as not only key to effective brand development, but an important driver of customer value. Aligning the brand promise, organizational actions, and the real brand experience helps generate brand staying power and customer loyalty. This course discusses...

Global Brand Management

Overview/Description Extending a brand globally is an intricate process that requires thorough research and preparation, organizational commitment, and a strong understanding of the risks and rewards associated with taking a brand global. This course outlines how to best approach global brand development by outlining how to carry out essential international market research and internal analysis, and the key stages associated with launching a global brand. It also provides the main guiding principles for global branding and outlines the level of organizational support required for any...

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