What is the role of a brand and why is brand management more important than ever within today’s digital environment? The role of a brand and how it evolves has fundamentally changed in today’s context, especially for brands operating in a digital space.
This module will be a vital resource for Brand and Marketing Managers that are looking at how to develop and manage their brands at both a strategic and tactical level. We will begin this module by looking at the role of a brand in an organisation, before understanding how a brand gets created in today’s world and how to best foster growth digitally. We will then look at how to develop and manage a brand digitally before finally assessing how to determine brand value or equity.
