A strong brand has been the primary strategic asset for firms, and therefore building a strong brand is becoming a central component of a firm’s marketing strategy.
However, brand building is always a challenging endeavour, especially in the social media era, as it requires managers to have deep insights on consumer psychology, market competitive dynamics, opportunities and threats associated with social media, and their own organisational culture and capabilities.
On this programme you will get new insights into strategic branding. The Cambridge Approach is an innovation in thinking about branding, compared to traditional interpretations. We call this Strategic Branding 2.0.
This fundamental shift has two key components:
- Branding has to be based on delivering on the promises made to customers as part of the value proposition
- A focus on the strategic creation and execution of a branding chain; a shift from ‘truth in advertising’ to ‘truth in delivering the promised value proposition’