Programme / 02 · Open

Brand Strategy

A brand gets its position from its products, so start there.

ZH｜品牌策略課程封面：紙袋、陶罐、玻璃瓶與尤加利的靜物攝影。 EN｜Brand Strategy course cover: still life of a paper shopping bag, ceramic jar, glass bottle and eucalyptus.
Format / 3-hour lecture: the Twelve Parts of BrandLead Faculty / ArsRes FacultyStatus / OpenLanguage / English + 中文

Course content

The course is built around the Twelve Parts of Brand, a framework for understanding how a brand is built and run.

  • 01 The relationship between brand and product: clarify the roles of brand, product and marketing, and understand where product positioning fits.
  • 02 The Twelve Parts of Brand: grasp the overall structure, how each part connects, and the order of thinking behind building a brand.
  • 03 Case analysis: through brand cases, see how management choices show up in products and communication.
  • 04 Common blind spots and Q&A: examine the brand issues that are easy to miss when attention goes only to the logo, a single product or short-term exposure.

What you take away

  • A clear line between brand management and product positioning.
  • An understanding of the Twelve Parts of Brand as a system.
  • A method for reviewing your own brand and identifying what needs clarifying next.
  • A shared language for discussing the brand across management, marketing and product teams.

Who it is for

Brand owners, marketing leads and founders.

Instructors

Taught by the ArsRes Faculty. Meet the faculty

Next cohort waitlist is open