2926 - The Finance of Brand Management

Language of Delivery English

Delivery Options ON-LINE

Course Description

Find out how to take a more disciplined financial approach to brand and marketing investments in this final course for the Brand Management certificate. You'll learn to measure and track the value of your brands (consistent with new global standards) and marketing efforts in more confident, sophisticated ways. You'll learn global concepts of brand equity and how to use brand scorecards to measure key performance indicators. You'll use market research to measure brand strength and learn how to assess, track and financially evaluate marketing and brand-building initiatives. The course contents will be applied toward a real-world financial brand measurement exercise across the life of the course.

Learning Outcomes

Apply the concept of and understand the practice of brand valuation
Understand and apply the principles from the recently published global standards for Brand Evaluation
Understand how brand equity is measured externally and internally
Use a brand scorecard to measure how the strategy is working
Use the Internet and market research to measure brand and business impact
Develop formal recommendations for marketing investments and tracking in a financial manner