Brand Strategy Management in the Digital Age
Date / Language / Venue：
July 11-13, 2025 / Chinese / Shanghai
Participants
Senior executives involved in brand strategy development. It is suitable for participants such as brand founders, chief marketing officers, brand directors, marketing directors, and market directors.
Introduction
In the age of digital marketing, customer needs are becoming more diverse and personalised as market changes accelerate. As a result, corporate marketers must strategically rethink the importance of branding and more systematically consider brand management in their quest for performance growth. They are thus faced with many questions. How can legacy brands be given a new lease on life? How can emerging brands address the high cost of digital marketing and the disconnect between branding and business performance, while effectively acquiring and managing customers? How can OEMs and ODMs build their own brands?
This programme addresses these questions by presenting brand strategy management techniques that are not only based on classic Western branding theories, but also tailored to the Chinese market in the digital age. Participants will gain insights into strategic thinking about branding and learn how to develop customer-centric brand strategies. This three-day programme focuses on how companies can gain a competitive edge by aligning their branding and positioning with consumer needs in today’s market environment. The programme also delves into how companies can effectively communicate their brand value and implement a brand extension strategy to drive robust business growth and explores how corporate marketers can further improve brand management efficiency by extracting value from multiple touchpoints from a customer operations perspective in the digital age. It also examines emerging trends in brand development in the digital age, including category innovation, hero product strategy, and DTC brands. The goal of the programme is to provide participants with a comprehensive understanding of the rationale behind these practices, the challenges companies face, and the pathways to sustainable business development.
The programme takes a comprehensive approach to teaching, combining lectures, cutting-edge research, and executive presentations with group discussions and case studies. This approach allows participants to apply the theories they learn in the classroom to their day-to-day business management, thereby creating greater value for their respective organisations.
Programme Coverage
- The unique value of brands in consumer decisions and experiences
- Customer-centric brand equity and brand positioning
- Customer operations and value mining in the digital age
- Brand architecture and brand portfolio management
A certificate of completion will be awarded
Contact Us
Shanghai
Tel: (86 21) 2890 5187
Email: exed@ceibs.edu
Address: 699 Hongfeng Road, Pudong, Shanghai
Beijing
Tel: (86 10) 8296 6688
Email: exed@ceibs.edu
Address: Building 20, Zhongguancun Software Park, 8 Dongbeiwang West Road, Haidian District, Beijing
Shenzhen
Tel: (86 755) 3699 5199
Email: exed@ceibs.edu
Address: 142 Zimao St., Qianhai Cooperation Zone, Shenzhen, P. R. China 518066
Programme Objective
Expose participants to the latest research and practices in brand strategy management, enabling them to apply these theories and tools to enhance brand equity and drive sustainable business growth.
Programme Benefits
Participants in this programme will be able to:
- Understand cutting-edge brand management research and learn how to build great brands that drive sustainable business growth.
- Learn about customer-centric brand strategies and explore how companies can build, strengthen, and sustain brand equity for long-term growth.
- Understand consumer behaviour trends and learn how to increase brand value through multi-touchpoint customer operations.
- Understand the latest business practices at home and abroad and analyse how managers can meet branding challenges.
Programme Schedule
Day 1 ：Customer-centric brand equity and brand positioning
- Brand value and brand management challenges in the digital age
- Customer-based brand equity
- Creating new product categories through branding and positioning
- Developing integrated brand communication strategies that adapt to changing times
- Hero product-based brand strategy management
- Case study and discussion
Day 2 ：DTC brand strategy management and customer operations
- DTC brands: disrupting traditional marketing
- Challenges for DTC brands
- Brand strategy: shifting focus from customer satisfaction to customer success
- Consumer decision paths in the digital age
- Multi-touchpoint, omni-channel customer operations in the digital age
- Case study and discussion
Day 3 ：Strengthening and sustaining brand equity
- Full lifecycle customer management: acquisition, retention, and churn
- The underlying logic and practices of customer lifetime value
- Building a closed-loop data ecosystem and extract customer value for brands
- Increasing brand value through brand architecture and brand portfolio management
- Achieving brand growth through product line extension, brand extension and co-branding
- Case study and discussion: OEMs/ODMs developing their own brands
- We reserve the right to adjust the course information (including price, date, location, faculty, course arrangement and other details)
Teaching Language
Chinese
Admissions Procedures
Applications are requested at least 30 days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on the basis of space availability. For more information, please contact our Customer Service Team in Shanghai, Beijing or Shenzhen.
Cancellations
Any cancellation made 30 days or more prior to the programme start date is eligible for a full refund of programme fees paid. However, the expenses arising therefrom shall be for the account of the applicant or his/her employer. Any cancellation made less than 30 days prior to the programme start date shall be subject to a fee of 20 percent of the total programme fee. After the programme starts, no fees shall be refunded for participants who withdraw from the programme for any reason.
Notification
To ensure the continuity of your learning, you are required to make proper arrangements according to the course schedule after receiving your letter of enrollment. We will neither make up lessons for you nor confer you with the certificate of completion if you are absent from the course for personal reasons. CEIBS reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.
