Strategic Branding: From Behavioural Insights to Business Growth

Enhance your ability to build and manage customer-focused brands to drive profits and organic growth.

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Dates

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Programme Impact

Maximise the power of your brand

From behavioural insights to business growth, leverage critical consumer and managerial perspectives to build exceptional brands.

Good for you
Good for your organisation

Engage with world-class faculty to craft a powerful, long-lasting brand driving profits and growth.
Hear first-hand how industry leaders have built a global customer base.
Access the latest behavioural research from the field of behavioural economics.

Gain evidence-based tools and techniques, and learn to overcome and adapt to market disruption, global change and evolving customer needs and behaviours.
Extract greater value from your customer insights to drive product design, communications and strategic and operational planning.

Equip your organisation to adapt to industry challenges, employing unique frameworks and new perspectives.

Improve your organisation’s brand positioning, embed your brand promise in your culture, and drive growth by leveraging brand strategy.

"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

management experience

on average

industries

on average per cohort

Marketing and non-marketing professionals who are responsible for developing and leading the delivery of brand strategy. Attendees include:

Marketing practitioners.
General managers.
Entrepreneurs.
Senior functional managers.

Who attends

By nationality
By industry

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 and craft a brand that truly resonates with your customers.

What you learn
How you learn
Your learning experience
FAQs

Get the edge in leveraging customer and managerial insights

How do others see your brand? Explore perceptions both internally and externally.
Gain a better understanding of your customers’ needs through the lens of behavioural economics.
Learn how to apply a customer-centric strategy without bias.
Test the impact of branding decisions using experimental research in a safe environment.

Develop your brand strategy

Define your brand promise. Embed the customer voice within your organisation’s strategy, clarify your identity and resonate with your 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 communication tools to deliver customer value, and pricing tools to capture value.
Implement consistent brand strategies to generate business growth based on consumer and management’s insight.

Gain insights from faculty and industry leaders

Learn from our world-class faculty, who are leading authorities on consumer behaviour and perception, and behavioural economics.
Gain key industry insights. Guest speakers share how experimental research produces profitable consumer insight.

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 company management at the end of the week.
Analyse how companies can maximise brand promise at every customer touch point, through a mystery shopping expedition in London’s retail sector.

Collaborate and network with a global peer group, sharing personal experiences and debating the industry’s latest hot topics.
Experience cutting-edge thinking. Faculty lead Simona Botti is an expert in consumer behaviour and perception; David Faro in behavioural economics.
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

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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Dr. Helen Edwards

Guest Lecturer

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Dr. Helen Edwards

Guest Lecturer

Academic Focus

Helen teaches brand delivery and how to create and deliver a consistent and cohesive brand strategy across all internal and external brand touchpoints. Her writing and research focuses on best-practice branding, symbolic consumption and the value of emotional brand connection.

Experience

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 – writing for industry journals Marketing Week and Campaign – and a regular judge for industry awards. She co-authored Creating Passion Brands: how to build emotional brand connection with customers, published in 2005 by Kogan Page, and has since 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).

David Faro

Associate Professor of Marketing

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David Faro

Associate Professor of Marketing

Academic Focus

Dr David Faro delivers on using managerial insights to build a customer-focused organisation, brand strategy and brand execution. 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.

Recent Clients

Telenor, Tata, ExxonMobil, Idomoo, Digitai

Experience

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 Associate Professor of Marketing

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Richard Hytner

Adjunct Associate Professor of Marketing

Academic Focus

Richard teaches on both the degree and executive education programmes and is also an executive fellow at London Business School.

Experience

Richard is Deputy Chairman of Saatchi & Saatchi Worldwide. He has 30 years’ experience working 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 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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David Taylor

Guest Lecturer

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David Taylor

Guest Lecturer

Academic Focus

David teaches people about how to drive organic growth from your core business.

Experience

David has been named one of the world’s 50 most important marketing thinkers by the Chartered Institute of Marketing. He is founder and managing partner of the brandgym, a global network of brand coaches who help companies create an inspiring brand vision and action plans to turn into growth. Key clients include Nespresso, Philips, Vodafone, Mars and LVMH. David has authored seven acclaimed books, each topping Amazon’s branding best-seller list. He has also published many articles in Brand Strategy, Marketing, Market Leader, The Guardian and The Marketer.

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How to apply

Apply now through our online application form.

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 need to cancel?

Providing you inform us in writing no less than six weeks before the programme’s start date, you won’t be charged a cancellation or transfer fee.

Read our full terms and conditions.

Fees

The fee for programmes starting in 2019 is £7,500.

The fee includes tuition, all required study materials, programme activities and excursions; access to our on-site gym and swimming pool; and lunch and dinner as per the programme schedule.

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