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Brand Marketing

The Role of Brands in Creating Value

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The one constant in the turbulent marketing landscape has been the crucial role of brands in the creation of shareholder value. Everything an organisation does, from R & D through to after sales service, manifests itself in the value proposition made to customers and this is represented by the brand.

This online workshop provides a step-by-step process for managing brands in such a way that they create shareholder value. More importantly, it spells out a quantitative approach to the frequently misunderstood and poorly managed topic of brand equity.

The workshop consists of six modules plus optional appendices containing useful technical/legal details

• Module 1 defines the real meaning of value
• Module 2 explains what brands are and their role in corporate strategy
• Module 3 unravels the complex relationship between brands and consumers
• Module 4 explains the bedrock of successful brand management
• Module 5 spells out how brands create value for customers
• Module 6 explains how to quantify the shareholder value that brands create

Whilst it has been written with marketers in mind, this workshop is definitely not just for the likes of brand managers. Branding deeply affects everyone in the organisation and if the brand is not differentiated, carefully positioned and professionally managed, all its stakeholders will be adversely affected, not just its employees. This course will also enable directors and accountants to make a major contribution to the management of their most important asset: their brand.


Your Instructor


Professor Malcolm McDonald
Professor Malcolm McDonald
Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

Malcolm is Chairman of Market2Win Ltd and Malcolm McDonald Consulting Ltd, and works with the operating boards of a number of the world’s leading multi-nationals.


Frequently Asked Questions


When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.

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