The CIM Brand Strategy Programme is a strategic and practical course for marketers responsible for building, managing or evolving brand direction. It gives professionals a structured approach to defining brand propositions, activating brand identity and selecting the right long-term strategy to support commercial goals.
The course covers the full scope of brand development - starting with purpose, positioning and value propositions, and moving through to brand activation, reputation management and investment planning. Key topics include brand architecture, brand equity, internal brand delivery, innovation, strategic resource use and brand measurement.
This course is designed for marketers with responsibility for brand strategy, whether for a product, service, organisation or internal function. It is suitable for professionals working across B2B, B2C or not-for-profit sectors, including brand managers, marketing managers and consultants. Participants should already have a strong marketing foundation and be looking to deepen their brand planning capability.