Brands and Branding

Course Code: BRB101
A strong brand is an important component in achieving increased sales. Often organizations focus on marketing and communications techniques without paying enough attention to their "brand", which can lead to a weaker return on investment than expected. This comprehensive introductory course looks at the key components that help define a brand, and helps identify why having a strong brand matters. It is designed to provide a solid understanding of brands and the communications strategies through which successful brands are built and managed. The first part of the course considers key brand concepts, such as brand identity and the impact of brands on consumer behavior. The second part covers the core techniques of brand building and management, including product and logo design, advertising and communications techniques, and more. Drawing on myriad real world examples from leading industry professionals, the course examines the brand building roles of advertising, public relations and Internet communications, as well as the critical importance of brand culture.
1. Understand the purpose and methods of effectively managing brands.
2. Leverage brand equity to better establish on-going brand identity.
3. Create effective brand strategies for consumer and business goods and services.
Sales Managers / Staff, Product Managers Staff, Account Executives / Managrs, Government / Embassy Staff, Marketing Professionals, and Business Executives
No textbook required - will use Slides / Handouts
Ed Thompson
As founder and director of Concept Design, Ed Thompson works with multinational clients in Asia-Pacific providing strategic services covering marketing, business and partnership development with a focus on emerging digital technology.

With more than 20 years in Japan, he has built solid experience handling the varied challenges leading multicultural, cross-functional teams at all levels of global organizations, to consistently deliver positive outcomes for corporate initiatives.

He continues to assist both domestic and multi-national corporations in increasing brand awareness through the planning of effective digital and marketing strategies, customer loyalty programs, lead generation campaigns and advertising promotions.