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This module on Branding Training is part of the curriculum of critical management training courses for developing leadership competencies and management talent.

Branding Competencies- the ability to:

  • Articulate and develop a long term brand vision
  • Articulate and develop a mid term brand mission
  • Conduct a situation analysis that can lead to definition of target market  and brandscape
  • Develop and implement brand action plan with specific brand objectives

Recommended materials

  • Designing Brand Identity: An Essential Guide for the Whole Branding Team by Alina Wheeler (Aug 2009)
  • What is Branding? (Essential Design Handbooks) by Matthew Healey (Jan 2008)
  • Accidental Branding: How Ordinary People Build Extraordinary Brands by David Vinjamuri (Mar 2008)
  • Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler (Mar 2006)
  • How organizations overachieve and outrun mature markets. By: Magrath, Al. Ivey Business Journal, Nov/Dec2005, Vol. 70 Issue 2
  • Building brands in China. By: Lane, Kevin P.; St-Maurice, Ian; Dyckerhoff, Claudia Süssmuth. McKinsey Quarterly, 2006 Special Edition

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