Strategic Branding: From Behavioural Insights to Business Growth

Enhance your ability to build and manage brands to drive profits and growth.

Programme Impact

Maximise the power of your brand

Leverage cutting-edge behavioural science research to build exceptional brands that create value for your customers and your organisation.

Good for you
Good for your organisation

Engage with world-class faculty to craft a powerful, long-lasting brands driving business growth.
Access the latest behavioural research techniques.

Access evidence-based tools and practices, including unique framework to guide your brand management efforts.
Hear first-hand how industry leaders face the challenges of building successful brands.

Improve your brand positioning, embed your brand promise in your organisation, and drive growth
Use your brand strategy to design consumption experiences that create value for your customers and recapture this value to benefit your organisation.
Equip your organisation to adapt to marketing challenges, employing unique frameworks and new perspectives.

"It is a no-brainer for anyone in a general or brand management role."

Adam Guy

Finance and Operations Director, Laurent-Perrier UK
Programme: Strategic Branding
Nationality: British

Read Adam's story

Right for you

This programme is designed for marketing and non-marketing professionals with a minimum of 5 years of experience, who are responsible for developing and leading the delivery of brand strategy.

management experience

on average

industries

on average per cohort

Attendees include:

Marketing practitioners
General managers
Entrepreneurs
Senior functional managers

The data above display the top nationalities and top 10 industries of participants who responded to our survey during the last full academic year.

Industry of recent participants

Food/Beverages/Tobacco 28.6 %
Education 14.3 %
Finance – Commercial Banking 9.5 %
Leisure/Sports/Entertainment 9.5 %
Manufacturing 9.5 %
Transportation/Distribution Services 9.5 %
Agriculture 4.8 %
Consulting – Other 4.8 %
Electronics 4.8 %
Finance – Central Banks/Ministries/Regulation/Public Finances 4.7 %

The data above display the top nationalities and top 10 industries of participants who responded to our survey during the last full academic year.

Programme content

Boost brand positioning. Drive business growth.

Combine the latest evidence-based insights with practice. Deliver business growth through a brand that creates value to your customers.

Get the edge in leveraging customer and managerial insights.
Understand consumers' needs and desires.
Address managers' biases in applying customer-centric strategies .
Test the impact of branding decisions using behavioural research.
Develop your brand strategy.
Clarify the brand identity.
Identify your most valuable customers.
Define a brand promise that builds on the identity and resonates with your latest target audience.
Implement your brand strategy to drive growth.
Examine the principles and practices to design and manage the customer experience across several touch points.
Create tools to deliver customer value and recapture this value.
Implement consistent brand strategies to generate business growth.

Gain insights from faculty and industry leaders

Learn from our world-class faculty, who are leading authorities on brand management, consumer behaviour and behavioural science.
Gain key industry insights from guest speakers, who provide real-life relevance to classroom theory.

Apply your learning to real-life brand challenges

Visit a London-based organisation and experience its brand-related challenges at the start of the programme. Work in a small group to apply your new learnings to these challenges, and present your recommendations to the organisation's management at the end of the week.
Visit the stores of iconic global brands and examine how they deliver their brand promise in practice.

Collaborate and network with a global peer group, sharing personal experiences and debating the industry’s latest hot topics, like digital tools and social impact.
Experience cutting-edge theories and practices from faculty.
Discover our connections to London’s leading organisations, leverage our networks and gain confidence to work across different cultures and markets.

What is the application process?

You can apply to the programme of your choice online. Acceptance is not automatic and your application will be reviewed by our team of Programme Consultants to ensure the best fit between applicants and programmes. Spaces on our programmes can fill up quickly so we encourage you to apply early and ensure your submission is as comprehensive as possible.

What does the programme fee cover?

It covers all required study materials, programme activities and excursions, as well as refreshments and most meals.

Do I need to obtain a visa if I’m coming from overseas?

Please check directly with the relevant embassy in your home country to determine whether you need an entry visa for the country where the programme will be held.

Download full FAQs

Our Faculty

Experts in the field

Access some of the world’s leading thinkers whose cutting-edge research in global business is grounded in real-world practicality.

Simona Botti

Professor of Marketing

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Simona Botti

Professor of Marketing

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Academic Focus

Simona teaches on brand strategy and brand execution. Her research focuses on consumer behaviour and decision making. She is particularly interested in the psychological processes underlying perceived personal control, and how the different ways of providing and exercising control influence consumers’ satisfaction and well-being.

Experience

Simona collaborates with companies on topics related to consumer behaviour, decision making and brand management.

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;

Helen Edwards

Adjunct Associate Professor of Marketing

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Helen Edwards

Adjunct Associate Professor of Marketing

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Experience

Helen teaches brand delivery and how to create and deliver a consistent and cohesive brand strategy across all internal and external brand touchpoints.

Helen is a partner at strategic brand consultancy Passionbrand, helping to direct global brand strategy for clients including Johnson & Johnson, Avon, MetLife, EDF Energy, BBC Worldwide and Smith & Nephew. She is an award-winning business columnist for leading industry journal Marketing Week and she sits of the board of the UK Effies. Her latest book ‘From Marginal to Mainstream: Why tomorrow’s brand growth with come from the fringes – and how to get there first’ was published by KoganPage in February this year, she coauthored ‘Creating Passion Brands: how to build emotional brand connection with customers’ published in 2005 by KoganPage, and has contributed chapters for The Definite Book of Branding (Sage, 2014), Advertising Works 24 (IPA, 2018), and Eat Your Greens – a collection of essays from industry leaders on evidence-based marketing (APG, 2018).

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;

David Faro

Associate Professor of Marketing

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David Faro

Associate Professor of Marketing

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Recent Clients

Telenor, Tata, ExxonMobil, Idomoo, Digitai

Experience

David teaches on brand strategy and brand execution, and how to use managerial insights to build a customer focused organisation. He is an expert in behavioural economics and decision-making. David’s specific research interests include consumer behaviour, time perception, and decision related to finance and health.

In addition to his academic work, David consults companies on how to use behavioural insights to improve their products and services.

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;

Richard Hytner

Adjunct Professor of Marketing

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Richard Hytner

Adjunct Professor of Marketing

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Experience

Richard teaches on gaining and leveraging deep customer insight and on delivering the brand through communication.

Richard was Saatchi & Saatchi’s CEO for EMEA and, for 8 years, its Worldwide Deputy Chairman. In 2016, he founded beta baboon to help leaders rip apart, play with and solve their business problems. He has worked with a diverse range of brands including Unilever, Virgin, Nestlé, the British Army, Renault, Toyota, T Mobile and Diageo.

Richard speaks to clients, conferences and business schools around the world on the concept of ‘Lovemarks’, creativity, leading strategic transformation, and corporate strategy. He also chairs Planting Promise, a sustainable educational enterprise in Sierra Leone, is a Trustee of the British Heart Foundation and Chairman of its £50 million Mending Broken Hearts appeal.

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Certificate in Management

This programme can also be taken as part of the Certificate in Management. Enhance your leadership approach, hone your business skills and curate your own curriculum with a blend of online and in-person learning.

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How to apply

Submit your application through our online application form.

Apply now

Not ready to apply yet? Reserve a place

When should I apply?

We recommend you apply at least three months before the programme starts to guarantee your place. The form will take approximately 15-30 minutes to complete.
When will I hear back from you?

We’ll acknowledge receipt of your application by email within 48 hours, if it’s received during normal working hours (Mon-Fri – 9am-6pm GMT). We will review and respond to your application within two working days. We do this in order of receipt and acceptance is not automatic.
Can I reserve a place?

Yes! We can hold a provisional place for you for up to two weeks, but be aware that completed applications take priority and programmes often fill up several months in advance. You can reserve a place online, by phone or by email.

Tel: +44 (0)20 7000 7302 Email: sb@london.edu
What are your language requirements?

The programme is taught in English, so a good working knowledge of the language is essential. If English is not your first language, we may ask you for evidence of your proficiency.
What if I have more questions?

If you have any more questions, please read our FAQs here.

Read our full terms and conditions

Fees

The fee for the programme is £8,500.*

The programme fee covers all required study materials, programme activities, as well as refreshments and most meals. It also includes access to a well-appointed gym with a swimming pool. It does not include accommodation.

We offer a 25% discount for London Business School Alumni.

For more information on what the programme fee covers please speak to our Client Relationship Manager.

*Fees are subject to change.