STRATEGIC BRAND MANAGEMENT

Building a brand-driven company for a profitable growth

The Brand Academy of SDA Bocconi is a long-term strategic plan, which aims to lay the foundations for the development of a knowledge platform for brand management.
The executive program Strategic Brand Management is part of the Brand Academy.


Calendar

4 days in 2 modules:

I mod. 2nd - 3st October, 2017
II mod. 26th- 27th October, 2017


Objectives


More companies and other organizations have come to realize that one of their most valuable assets in the brand. In an increasing complex world, indivuduals and businesses are faced with more and more choices, bue seemingly have less time to market those choices. The ability of a strong brand to simplify consumer-decision making, reduce risk and set expectations is thus invaluable. Creating strong brands that deliver on that promise, and maintaining and enhancing the stteght of those brands over time, has become a management imperative.  The brand strategy is the foundation on which the company is built, and marketers need a comprehensive frameworks on the art and science of managing brand to face the challenges.
Strategic Brand Management emphasizes actionable knowledge and skills, and prepares executives to manage and measure brand equity in order to optimize their brand positioning—to thrive during good times and, alternatively, to navigate risks when times are tough.
Participants will find the answers to the following questions: How to deliver brand equity? How to amplify the brand value proposition by brand positioning? How the brand architecture can be managed?  How to design and implement a brand equity measurement system?


Participants

Brand and marketing manager as well as product and project managers, and both corporate and marketing communication managers in BtoB or BtoC, and also country or divisional manager who are willing to built a brand or corporate strategy.


"A very positive experience. Interesting topics and modalities. Nice and inviting location."

Silvia Ruggiero, Senior Brand, Markcom Specialist


Highlights

Brand Challanges & Brand Equity
Brand Positioning e Brand Building
Core Brand Values
Brand Extension
Brand Architecture & Corporate Branding
Branding over time: from rivitalizing to migration
Design and implement a corporate and brand equity measurement system.

The Academy consists of three initiatives that propose and deepen different content, designed to be in line with the different management requirements.


Enrollment procedure


Please complete the enrollment request form, available on this web page, and mail or fax to:
SDA Bocconi School of Management
fax +39 02 5836.6835
email: cristiana.testa@sdabocconi.it

The final deadline for enrollment is 12 September 2017.

Enrollment requests are reviewed on a rolling basis, those received after the final deadline may not be accepted. Please see details in the enrollment form.



Participation fee

€ 4.000 + VAT (if required)


Special Payment Terms


A 10% reduction on the program fee is offered to applications sent in by 3 August 2017.

For further information please contact Tania Riggi.

See all Special Payment Terms

The Academy consists of three initiatives that propose and deepen differe nt content, designed to be in line with the different management requirements.