A postgraduate course in brand strategy and communication: the research behind strong brands, applied to a running case, with a hands-on tool in every module.
Treat the brand as a strategic asset: customer-based equity, brand architecture and how brands are valued.
Build a defensible position — and weigh the differentiation versus distinctiveness debate that divides the field.
Express the brand consistently: identity systems, distinctive brand assets and a verbal identity people recognise.
Plan communications that work together: message strategy, creative briefs, channel planning and the brand–activation balance.
Manage the corporate brand: reputation, stakeholder priorities, internal voice and sustainability claims that stand up to regulators.
Prepare for and respond to crises with evidence-based strategy — from the first holding statement to reputation repair.
Prove what brand and communication work achieves: brand tracking, share of voice, long- and short-term effects and PR measurement.
Bring it together: a complete, evidence-based brand and communication strategy for a real or fictional organisation.
~6 hrs/week · Alongside a postgraduate programme or full-time work.
~12 hrs/week · For an intensive block or a dedicated study period.