Build Brands That Lead. Create Brand Relevance with the: Executive Certificate Programme in Brand Strategy & Innovation
Based on David Aaker's *Brand Relevance* and other advanced frameworks. Master how to make competitors irrelevant, drive innovation, and build brands that dominate categories. Designed for senior leaders and brand strategists. 100% online — globally recognised.
Master the Art of Brand Leadership
This 4‑week executive certificate is designed for senior brand leaders, marketing directors, and entrepreneurs who want to move beyond competing in crowded markets. Drawing on David Aaker's *Brand Relevance* framework, you will learn how to make competitors irrelevant by creating new brand categories or subcategories, drive breakthrough innovation, and build enduring brand equity.
Programme Objectives
- Differentiate brand relevance vs brand preference
- Apply the brand relevance matrix to identify opportunities
- Create and manage new brand categories or subcategories
- Integrate innovation into brand strategy
- Design brand architecture and portfolio strategy
- Lead brand transformation and digital brand innovation
Target Audience
- Chief Marketing Officers & Brand Directors
- Senior brand managers and strategists
- Innovation and product leaders
- Entrepreneurs and business founders
- Consultants and agency leaders
Duration & Mode
Duration: 4 Weeks (20 intensive days)
Learning Hours: 50+ Hours (self‑paced + live case clinics)
Mode: 100% Online – frameworks, case studies, strategy simulations
Certification: Executive Certificate in Brand Strategy & Innovation
Your 4‑Week Executive Learning Journey
Click any topic to expand and see detailed learning points. Based on Aaker, Keller, and contemporary brand innovation research.
🏛️ Module 1: Foundations of Brand Strategy & Relevance
Week 1 | Brand equity, identity, positioning, and the shift from preference to relevance (David Aaker)
💡 Module 2: Brand Innovation & Relevance (Aaker's Framework)
Week 2 | Brand relevance matrix, creating new categories/subcategories, innovation as a brand driver
🏢 Module 3: Brand Architecture & Portfolio Strategy
Week 3 | Brand hierarchies, endorsed vs sub-brands, brand stretch, and portfolio management
🚀 Module 4: Leading Brand Transformation & Capstone
Week 4 | Digital branding, brand revitalisation, organisational change, and final strategy portfolio
How You'll Be Evaluated
Executive‑level assignments + final brand strategy portfolio
Learning Outcomes
- Articulate the difference between brand relevance and brand preference
- Apply Aaker's brand relevance matrix to identify growth opportunities
- Design and launch new brand categories or subcategories
- Integrate disruptive innovation into brand strategy
- Develop coherent brand architecture and portfolio strategies
- Lead brand transformation and digital brand innovation
Career Opportunities
Trusted by Global Brand Leaders
Hear from executives who transformed their brand strategies.
Ready to Build a Brand That Leads?
Gain the executive‑level frameworks to drive brand innovation and create lasting relevance. Enrol today – flexible payment plans available.
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