The Role of the Brand

Format: online, available on B2B Marketing e-campus

Duration: 90 minutes

Designed for: junior marketers

This module will help marketers understand what constitutes an organisation’s brand, which factors influence its development and communication, and it’s importance in marketing strategy, planning and execution. It will also examine the role that the brand plays in the buying process and its importance to different stakeholders both inside and outside the organisation.
Topics include:

  • Definitions and descriptions of brand.
  • Creating and developing propositions.
  • Brand components, makeup and hierarchy.
  • Buyer psychology and brand perception.
  • Brand communications and measurement.


All B2B Marketing training and events are CPD accredited, discover how to make the most of it.

On Demand

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