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Topic outline

  • Welcome


    A brand is more than just a logo, a brand is about a set values which enables organisations to make a promise about unique experiences. Whilst the elements of a brand, such as name, logo, website, organisation’s messages, products and services can be controlled by the organisation, the customers and other stakeholders’ perception towards a brand cannot easily be controlled. Hence, ultimately the role a brand manager is to close the gap between how the organisation perceives themselves and how others perceive them. This task becomes more challenging in the digital era where the multi-way conversations about brands exist and happen at lightning speed. This lecture will focus on the importance of building brand resilience in the digital era. Building a resilient brand does not happen overnight, it takes significant time, effort, energy, and a strategic planning. We will discuss how we can develop a strong brand in the digital sphere and gain a unique positioning in a hypercompetitive environment.

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