Brand Strategy

Module 1 (2 weeks): Foundations of Modern Branding

Week 1: The Evolving Brand Landscape
Macro trends shaping the industry. The role of brand in business strategy. Case studies of transformative brands.

Week 2: Brand Purpose and Positioning.
Defining brand purpose and its impact. Developing a compelling brand story. Crafting a unique brand positioning.


Module 2 (3 weeks): Brand Strategy Development

Week 3: Brand Architecture and Identity
Building a strong brand foundation. Creating a visual and verbal identity. Developing brand guidelines.

Week 4: Consumer Insights and Brand Experience
Understanding consumer behavior and motivations. Designing customer journeys. Creating exceptional brand experiences

Week 5: Brand Messaging and Storytelling
Crafting compelling brand narratives. Developing key brand messages. Integrating storytelling across channels.


Module 3 (3 weeks): Brand Building and Management

Week 6: Brand Activation and Campaigns
Developing integrated marketing campaigns. Measuring campaign effectiveness. Leveraging digital channels for brand growth

Week 7: Brand Performance and Measurement
Key performance indicators (KPIs) for brand health. Brand tracking and equity studies. ROI measurement and optimization.

Week 8: Brand Crisis Management
Building a crisis communication plan. Managing brand reputation.
Case studies of successful crisis response.

Module 4 (3 weeks): Advanced Topics in Branding

Week 9: Branding in the Digital Age
The impact of technology on branding. Building digital-first brands. Leveraging AI and data for brand growth.

Week 10: Global Branding and Cultural Insights
Understanding cultural nuances. Developing global brand strategies. Case studies of successful global brands.

Week 11: Brand Innovation and Future Trends
Exploring emerging trends in branding. Fostering a culture of innovation. Identifying new growth opportunities.


Module 5 (1 week): Project and Career Development

Week 12: Final Presentations and Feedback
Students present their projects. Peer and instructor feedback. Career development and networking.


Added Value

The course also includes process charts, frameworks, recommended reading list and tips on tailoring the process to you and your organization. Before commencement, all students set their individual learning goals and concrete action points. Individual tutoring sessions are also offered towards the end of the course.

You have 5+ years of professional experience in one of the three areas covered by this course (strategy, creativity, technology) or in a multidisciplinary role. You want to upskill or transform your knowledge base for a new professional challenge or a higher professional role in brand communication. If you work at a company, you want to demonstrate the value of your brand, drive it forward with a broad perspective, and lead teams across silos.

• Brand strategy development
• Brand identity systems
• Briefing formats, tools and templates
• Data, and business intelligence
• Making decisions
• Storytelling
• Latest technology in brand marketing
• Products, services and experience
• Strategy presentation creation
• Experience with a real strategy pitch

Course fee

Fee excl. VAT
31 000 SEK

Fee incl. VAT
38 750 SEK