MSc Consumer Insights and Branding Strategy

Maynooth University

In a dynamic, rapidly changing business world, marketers need to understand how to build brands and maintain strong brands over time. Strong brands are central to a companys success. Organisations in the consumer goods, luxury, services, business-to-business, non-profit and sports sectors all benefit from having strong brands. This programme targets the critical need for expertise in branding strategy.In addition, most modern businesses place an emphasis on understanding consumer behaviour to drive their marketing and branding strategies. Effective branding strategies help to generate positive customer responses such as brand recognition, word of mouth, brand trust, and brand loyalty. Gaining consumer insights helps firms to plan, drive and evaluate their marketing strategies, to develop and maintain their brands, and to evaluate the effectiveness of branding activities. This programme is unique as it focuses on consumer insights to address these needs, and to inform branding strategies.The practice of branding and brand management is always evolving. External forces, including the impact of new technologies, demographic changes, and a greater need for sustainability, corporate responsibility and authenticity, affect the world that brands inhabit. Successful brand strategists are able to navigate the ever-changing environment and utilise consumer insights to make better marketing decisions. Our approach to learning gives you the opportunity to develop knowledge and gain practical experience through project-led modules that also provide invaluable skills.