Building a strong and enduring "brand" is becoming a top priority for many enterprises regardless of the nature and size of the businesses. Indeed, the brand is the most valuable asset of any organization since it is the ultimate differentiator that leads to customer loyalty. In other words, a company with a distinctive and robust brand will never have to compete on price alone, thus allowing it to maintain a healthy profit margin. This has awakened many senior executives to realize that branding is more than a marketing concept; it is, in fact, also a financial concept.

This course will examine all the fundamental branding principles and explore how to build a leading brand in the digital age and during uncertain times, including post-COVID-19 and the New Normal. Disruptive factors such as technology development, big data deployment, and the proliferation of social media and e-commerce have changed how we do business. Yet, the value of the brand has not diminished. On the contrary, corporations with distinctive, consistent, and relevant brands are more likely to acquire and retain profitable customers. Digital marketing will be thoroughly examined as it has become an inseparable part of brand-building these days.

On  the other hand, with consumers expressing their escalating concern on environmental and social issues in our society, ESG has become a key topic on the corporate agenda on how to prosper a business sustainably. Hence, responsible corporations are now building brands not only on ideas but ideals. A holistic brand is much more than offering good products and services; it should stand for specific important values that contribute to a better world. Relevant cases and examples will be referenced across Asia and the world to allow the participants to draw valuable and practical insights into building their brands according to a global standard in this new era.

Finally, the concept of branding can be applied at a personal, corporate, and social level. As such, this course will bring tremendous value to the participants with any background and business focus. In a nutshell, this course aims to bridge the academic and business worlds and equip senior executives with a complete understanding of building and managing an enduring brand in an increasingly complex and sophisticated business environment.