📌 What You’ll Learn

✔ How to build brands from an organizational perspective, beyond visual identity and customer perception  
✔ How to lead brand-led culture change with human resource practices at the core  
✔ How to manage brands across different markets, cultures, and multi-brand companies  
✔ How to measure brand health through internal and external metrics  
✔ How to capture and maximize brand value across the business

🌱 Personal Development Focus

• Head: Deepen your understanding of modern brand management.
• Heart: Feel inspired to create and deliver impactful brand experiences.
• Hands: Apply your learning to real-world brand challenges.

📍 Module 1 – Rethinking Branding

This module challenges conventional branding concepts and introduces a new approach to brand management.

📌 Topics Covered:  
✔ Traditional branding vs. modern branding  
✔ Evolving market conditions and customer expectations  
✔ A strategic framework for brand experience

📌 Featuring insights from: Bethany Koby (Director, Technology Will Save Us), David Kershaw (CEO, M&C Saatchi)

📦 Includes:

• 🎥 8 videos
• 📖 3 readings
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 2 – Brand Experience as a Differentiator

Explore how brand experiences create lasting competitive advantages.

📌 Topics Covered:  
✔ Designing brand experiences beyond products and services  
✔ How pricing influences brand perception  
✔ Case studies on brand differentiation

📌 Featuring insights from: Hub van Bockel (Consultant, Author), Professor Bernd H. Schmitt (Columbia Business School)

📦 Includes:

• 🎥 9 videos
• 📖 1 reading
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 3 – Aligning Business, Brand & Behavior

Discover how to integrate brand strategy with business objectives and employee engagement.

📌 Topics Covered:  
✔ Strategic brand portfolio alignment  
✔ Ensuring brand consistency across global markets  
✔ Case studies on successful brand execution

📌 Featuring insights from: Ije Nwokorie (CEO, Wolff Olins), Helen Casey & Henk Viljoen (Old Mutual), Keith Weed (CMO, Unilever)

📦 Includes:

• 🎥 13 videos
• 📖 1 reading
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 4 – Brand Culture & Employee Engagement

Learn how to embed brand values into company culture and employee behavior.

📌 Topics Covered:  
✔ Human resource best practices for brand engagement  
✔ The ABCs of behavioral change in organizations  
✔ Employee-driven brand experiences

📌 Featuring insights from: Helen Edwards (Passionbrand), Richard Hytner (Saatchi & Saatchi), Tanya Truman & Nik Allebon (Lush)

📦 Includes:

• 🎥 15 videos
• 📖 1 reading
• 📝 1 assignment
• 🔄 1 peer review

📍 Module 5 – Measuring & Capturing Brand Value

Understand how to quantify brand impact and communicate its value.

📌 Topics Covered:  
✔ How brands create tangible business value  
✔ The difference between brand valuation and brand value creation  
✔ Designing a strategic brand performance dashboard

📌 Featuring insights from: David Haigh (CEO, Brand Finance)

📦 Includes:

• 🎥 10 videos
• 📖 1 reading

Program Details

📍 Duration: 8 Weeks  
📍 Mode: Online & In-person (Hybrid)  
📍 Cost: Shs.300,000