Modern Strategic Brand Management
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Program Professional Framework
Modern Strategic Brand Management
Program Overview
Brands are among the most valuable assets an organisation owns, and managing them strategically has become more complex in a digital, purpose-driven world. This course addresses brand management at the leadership level: brand strategy and purpose, brand architecture and portfolio decisions, brand extensions, co-branding and partnerships, managing brands across digital ecosystems, employer and corporate brands, brand governance, and brand valuation principles such as ISO 10668. Cases include national, government and corporate brands across the Gulf.
Learning Outcomes
- ✓Define a brand strategy that connects brand purpose and positioning to business strategy.
- ✓Evaluate brand architecture options and recommend a structure for a multi-brand portfolio.
- ✓Assess the risks and opportunities of brand extensions, co-branding and partnerships.
- ✓Design a brand governance model with guidelines, approval processes and brand ownership roles.
- ✓Align corporate, product and employer brands into a coherent brand system.
- ✓Explain the main approaches to brand valuation and link brand metrics to financial performance.
Target Audience
- Heads of marketing and brand directors
- Corporate communication and brand strategy managers
- Senior brand managers handling portfolios
- Business leaders responsible for brand investment decisions
Detailed Program Modules
01Strategic Role of Brands
- Brands as business assets
- Brand purpose and positioning
- National and corporate branding in the Gulf
02Brand Architecture and Portfolios
- Branded house, house of brands and hybrid models
- Portfolio roles and rationalisation
- Sub-brands and endorsed brands
03Brand Growth Strategies
- Brand extensions and stretch
- Co-branding and partnerships
- Brand revitalisation and repositioning
04Brands in the Digital Ecosystem
- Brand experience across digital touchpoints
- Community, creators and social platforms
- Managing brand reputation online
05Corporate and Employer Branding
- Corporate brand and stakeholder trust
- Employer branding and talent attraction
- Aligning internal culture with brand promise
06Brand Governance and Value
- Brand guidelines and approval processes
- Brand health and equity metrics
- Brand valuation principles and ISO 10668
Training Methodology
Applied Project & Assessment
Applied Project
Participants prepare a strategic brand review for a brand portfolio: brand strategy statement, architecture recommendation, a growth option assessment, a governance model and a brand performance scorecard.
Assessment
Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.