Executive Professional Diploma in Brand Management
Advance your executive career with cutting-edge brand leadership frameworks. This intensive 8‑module programme combines classic brand management foundations with advanced strategic concepts from David Aaker's Brand Relevance, Subcategory Competition, and Blue Ocean Strategy – designed for senior brand leaders and strategic marketers.
Executive Professional Diploma in Brand Management
This 4‑week executive diploma delivers a comprehensive yet advanced curriculum across 8 modules (6 units each). You will explore brand strategy, identity, equity, and positioning (Modules 1–4), then dive into David Aaker's breakthrough concepts: Brand Relevance (Module 5), Aaker's Brand Equity & Branding frameworks (Module 6), Subcategory Competition (Module 7), and Blue Ocean Strategy (Module 8). All delivered through self‑paced study guides and dedicated team support.
Weeks 1-2
Foundations, Strategy, Identity, Equity & Positioning
Weeks 3-4
Brand Relevance, Aaker on Branding, Subcategory Competition, Blue Ocean Strategy & Capstone
Executive Brand Management Learning Journey
Each module contains 6 in‑depth units, delivered via study guides, case studies, and strategic exercises.
📘 Module 1: Fundamentals of Brand Management
- 1.1 Definition, evolution, and strategic importance of brands
- 1.2 Brand vs. product vs. commodity – key distinctions
- 1.3 The role of brands in consumer behaviour and decision‑making
- 1.4 The brand management process and strategic brand planning
- 1.5 Brand ecosystems and multi‑stakeholder perspectives
- 1.6 Case study: Iconic brands and their success factors
📊 Module 2: Brand Strategy and Strategic Brand Management
- 2.1 Brand vision, mission, and core values
- 2.2 Strategic brand analysis: internal and external audits
- 2.3 Brand positioning and differentiation strategies
- 2.4 Brand architecture: branded house, house of brands, sub‑brands
- 2.5 Brand portfolio management and rationalisation
- 2.6 Case study: Developing a brand strategy for a new product launch
🎨 Module 3: Brand Identity and Brand Image
- 3.1 Brand identity prism (Kapferer)
- 3.2 Visual identity: logos, colours, typography, design systems
- 3.3 Brand personality and brand voice
- 3.4 Brand associations and brand imagery
- 3.5 Consistency across touchpoints: brand guidelines
- 3.6 Case study: Redesigning a brand's visual identity
💰 Module 4: Brand Equity and Brand Valuation
- 4.1 Customer‑based brand equity (CBBE) model (Keller)
- 4.2 Brand awareness, brand associations, perceived quality, loyalty
- 4.3 Brand equity measurement frameworks
- 4.4 Brand valuation methods: cost, market, income approaches
- 4.5 BrandZ, Interbrand, and other rankings
- 4.6 Case study: Measuring and valuing a well‑known brand
🧠 Module 5: Brand Relevance
- 5.1 The concept of brand relevance vs. differentiation
- 5.2 Creating new categories and subcategories
- 5.3 The relevance paradigm and the "brand relevance" model
- 5.4 Managing brand relevance in dynamic markets
- 5.5 Strategies for maintaining relevance over time
- 5.6 Case study: Brands that achieved relevance through category innovation
📖 Module 6: Branding – Brand Equity & Brand Personality
- 6.1 Aaker's Brand Equity Model: brand loyalty, awareness, perceived quality, associations
- 6.2 Brand personality dimensions (sincerity, excitement, competence, sophistication, ruggedness)
- 6.3 Measuring brand equity using Aaker's framework
- 6.4 Building strong brands through identity and positioning
- 6.5 Aaker's brand portfolio and brand architecture strategies
- 6.6 Case study: Applying Aaker's model to a leading brand
⚡ Module 7: Subcategory Competition
- 7.1 Understanding subcategory competition and its impact on branding
- 7.2 Identifying and creating new subcategories
- 7.3 Competitive dynamics within subcategories
- 7.4 Strategies for dominating subcategories
- 7.5 Managing brand relevance through subcategory leadership
- 7.6 Case study: Subcategory innovation and brand success
🌊 Module 8: Blue Ocean Strategy
- 8.1 Principles of Blue Ocean Strategy: value innovation and market creation
- 8.2 The Four Actions Framework and Eliminate-Reduce-Raise-Create (ERRC) grid
- 8.3 Reconstructing market boundaries and creating new demand
- 8.4 Aligning value, profit, and people propositions
- 8.5 Executing blue ocean strategy and overcoming organizational hurdles
- 8.6 Capstone: Develop a Blue Ocean brand strategy for a real‑world case
Everything You Need to Succeed in Brand Management
Beyond the curriculum – we provide a complete learning ecosystem to support your growth.
100% Online with study guides
Fully remote learning – access comprehensive study guides, video summaries, and self‑assessment tools.
Team supports
Dedicated team of instructors and support staff available for questions, feedback, and guidance.
Self-Paced Learning
Learn at your own speed without missing deadlines – flexible schedule designed for working professionals.
Mobile-Friendly Access
Study easily on phones, tablets, and desktops. All content responsive and accessible anytime.
Certificate of Completion
Downloadable and verifiable certificate after finishing the programme – share on LinkedIn, CV, or portfolio.
Real-World Projects / Portfolio Building
Practical assignments for career showcasing – build a portfolio that demonstrates your brand management skills.
Assessment & Quizzes
Continuous evaluation to track progress and understanding. Instant feedback to reinforce learning.
Career Support Services
CV review, interview preparation, and job guidance to help you transition into brand leadership roles.
Updated Content Access
Course materials regularly updated to reflect new branding trends, digital platforms, and consumer insights.
Beginner-to-Advanced Pathways
Structured learning levels – from foundation certificates to executive professional diplomas.
Downloadable Resources
Templates, slides, toolkits, and reading materials – all available for offline reference and study.
Affordable Tuition – ₦102,740 Total
All inclusive: tuition + application fee. Flexible interest‑free instalments.
Application fee ₦2,740 is included in the total above.
Learning Outcomes & Career Pathways
Key Competencies
- Develop and execute brand strategy and architecture
- Build brand identity, equity, and positioning
- Apply David Aaker's frameworks: Brand Relevance, Subcategory Competition
- Leverage Blue Ocean Strategy for market creation
- Measure brand performance and drive innovation
Career Opportunities
- Chief Brand Officer / Head of Brand Strategy
- Senior Brand Consultant / Partner
- Global Brand Director
- Innovation & Strategy Lead
- Marketing Executive / CMO
- Entrepreneur / Founder
Assessment & Delivery
100% online, self‑paced over 4 weeks (flexible up to 3 months). Assessment via module quizzes, case study analyses, and a strategic capstone project integrating all 8 modules. Executive Professional Diploma awarded.