Brands are a key source of value for customers. As manufacturing technologies converge, routes to market become more competitive. This programme takes a focused look at brands as sources of differentiation and, hence, competitive advantage of the firm.

This course aims to increase understanding of the important issues in planning and evaluating brand strategies; to consider the best and most innovative frameworks, models and tools to make effective branding decisions; to understand how the digital economy is affecting brands and how to maximise the branding opportunities that it affords; and to provide practical workshops for attendees to apply these principles.