Strategic Brand Leadership


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Next Sessions

Please apply 4-6 weeks prior to program commencement.


Strategic Brand Leadership

Get the edge on your competition by maximising your brand’s value. We’ll empower you with a strengthened understanding of strategic marketing and the real-world skills needed to build, grow and revitalise your brand. You’ll not only improve your brand’s competitive advantage but also see it through to its iconic identity.

You can undertake the program in an assessed mode, leading to an accredited Specialist Certificate from the University of Melbourne. Learn more.

Who should attend?

  • Professionals responsible for marketing or aligning brand activities with business strategy
  • Those seeking a better understanding of how brand management will benefit their organisation.

Key benefits

  • Analyse a brand problem and generate appropriate solutions
  • Build leading brands and successfully position them in the market
  • Manage brands over time, including extending and revitalising them
  • Develop and modify brand strategies
  • Respond to the strategic moves of competitor brands
  • Explain why some products and brands are successful and others are not
  • Understand how brand equity can be measured
  • Better understand the link between brand costs and financial returns
  • Provide high-level brand advice to senior managers and boards.

Program journey

Your program journey is designed to ensure you emerge with new skills and behaviours, aligned with your learning goals.


The following key themes are explored:

  • Brand structure
  • Measuring brand equity
  • Building brand equity
  • Managing brands over time
  • Differentiating brands
  • Launching brands
  • Positioning brands.

Download brochure for detailed program information.


Professor Bryan Lukas
Program Director | Strategic Brand Leadership

BryanLukas.jpgBryan Lukas is Professor of Marketing at Lancaster University (UK) and an Honorary Fellow at the University of Melbourne. He is a leading marketing and brand expert. Bryan carries out consulting and executive education assignments in Asia, Australia and Europe. He also has provided expert evidence and made statutory declarations in a number of legal matters and trademark applications. Bryan is accredited as a Certified Practicing Marketer (CPM) by the Australian Marketing Institute, of which he is also an Associate Fellow (AFAMI).


Dates and fees



*When undertaken on an assessed basis as part of a Specialist Certificate, course fees are GST exempt.

This program is non-residential. The program fee covers tuition and meals during the workshop. Please apply 4-6 weeks prior to program commencement.

Specialist Certificate pathway

This program may be undertaken in an assessed mode, leading to an accredited Specialist Certificate from the University of Melbourne. The Specialist Certificate provides the flexibility to tailor your course to your specific developmental needs by choosing from a select range of open programs. Learn more


  • 1500-word exercise, due four weeks after the workshop ends (worth 60%)
  • 1000-word case study, due two weeks after the workshop ends (worth 40%)


If you undertake this program in an assessed mode, the fee is A$3,000 and GST exempt.

How to enrol

To apply for this program as part of a Specialist Certificate, click on the link below:

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