Strategic Brand Management Course

By the end of this brand management training program, delegates will be able to:

• Ensure the success of organization, product or service through careful attention to brand imperatives
• Craft a powerful brand positioning statement that reflects the brand promise and the expectations of their most valued customers
• Build a fully aligned, brand-focused operation
• Measure brand equity, track it and maximize it
• Master the branding process and conduct a full brand audit
• Avoid the dangers and pitfalls of ignoring the laws of branding

Definitions and Anatomy of Brands

• How would one define a Brand
• Why Brands Matter
• History of Brands
• The Challenges and Opportunities in Branding Today
• Understanding Branding intrinsically

Brand Planning and Management

• The Concept of Customer-Based Brand Equity
• Building Customer-Based Brand Equity
• Three Tools to Facilitate Brand Planning

o   Brand Positioning Model

o   Brand Resonance Model

o   Brand Value Chain Model

Brand Management Elements

• Developing a Brand Vision
• Establishing Brand Position
• Fulfilling Brand Contract
• Communicating Brand Position
• Measuring R.O.B.I (Return on Brand Investment)

The Strategic Brand Management Process

• The Branding Process: Some Useful Models
• The Elements of the Strategic Brand Management Process

o   Identifying and Establishing Brand Positioning and Values

o   Planning and Implementing Brand Marketing Programs

o   Measuring and Interpreting Brand Performance

o   Growing and Sustaining Brand Equity

Brand Equity and Identity

• Brand Equity Defined
• Elements of Brand Equity
• Creating a Brand Identity

o   Brand Vision

o   Brand Contract

o   Brand Stories

o   Brand Communication

o   Brand Metrics

Building Brand Portfolios

• Branding Philosophies
• Brand Growth Strategies

o   Flanker/Fighting Brands

o   Line Extensions

o   Brand Extensions

• Successful and Unsuccessful Brand Extensions
• The Various Types of Brand Architecture: Product-Brand, “Branduit,” Range Brand, Umbrella Brand and Endorsement Brand

Brand Evaluation

• The Brand Audit Questionnaire
• Reviewing the “Big Idea”
• Evaluating Advertising

FOR WHOM:

Product and Brand Managers and Supervisors and other Individuals involved in decisions and actions impacting the health of the brand.

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.