Strategic Branding: From Behavioural Insights to Business Growth

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

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

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 and craft a brand that truly resonates with your customers.

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

London or Online

This programme can be delivered in-person at our London campus or online. The format options available to you are shown under the ‘location’ tab next to the dates at the top of this page.

London (in-person)

Experience our world-class Executive Education programmes at our central London campus.
Immerse yourself in experiential activities, collaborative group exercises and face-to-face networking opportunities with your peers, guest speakers and our world-class faculty.
For programme iterations running in-person and online simultaneously, you’ll experience a format that bridges the gap between on-campus and virtual learning, enabling you to collaborate with your fellow participants both in London and around the world.
Learn in the heart of London and access campus amenities.

Online

Bring the LBS experience to you with live virtual learning led by our world-class faculty.
Join a dynamic virtual classroom, where you’ll be immersed in experiential activities and collaborative group work with your peers, while learning from and interacting with our leading faculty and guest speakers.
For programmes running in-person and online simultaneously, you’ll experience a format that bridges the gap between on-campus and virtual learning, enabling you to collaborate with your fellow participants both in London and around the world.
After completion, online participants will have the chance to join us on campus for an exclusive day of networking with classmates and insightful sessions with LBS faculty.

To find out more contact our Programme Consultant.

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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;

Dr. Helen Edwards

Teaching Fellow

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Dr. Helen Edwards

Teaching Fellow

Experience

Helen is an MBA from London Business School and a PhD in Marketing.

She is a Teaching Fellow at the school teaching the MBA Brand Management elective and for executive education.

She is an award-winning business columnist, currently the regular on-brand columnist for Marketing Week. She is a regular industry speaker and judge, most recently a keynote speaker at the 2020 Festival of Marketing and a judge for the Marketing Week Top 100 and IPA Effectiveness Awards.

Her Book 'Creating Passionbrands: how to build emotional connection with customers' was published by Kogan PAge, she contributed a chapter to the 'The definitive book of Branding' published by Sage, and a chapter to 'Eat your Greens: Fact-based thinking to improve you brand's health' published by Matador.

She has over 20 years experience as a practitioner, clients include: Johnson & Johnson, MetLife, BBC Worldwide, Avon, Tesco and Edf Energy.

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David Faro

Associate Professor of Marketing

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David Faro

Associate Professor of Marketing

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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

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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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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.

Find out more

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 programmes starting in 2021 is £7,700.*

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

For more information on what the programme fee covers please speak to our Programme Consultant.

*Fees are subject to change.

Contact us

Whether you are an individual or an organisation/group looking for a programme get in touch and we can help find the best solution for you.

Carla Scopece
Programme Consultant

+44 (0)20 7000 7302

sb@london.edu

Strategic Branding: From Behavioural Insights to Business Growth

Programme Impact

Maximise the power of your brand

Right for you

Who attends

Programme content

Boost brand positioning. Drive business growth.

London or Online

London (in-person)

Online

Our Faculty

Experts in the field

Simona Botti

Dr. Helen Edwards

David Faro

Richard Hytner

David Taylor

Certificate in Management

How to apply

Fees

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The Entrepreneurial Edge – Online

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Strategic Branding: From Behavioural Insights to Business Growth

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