Details
PROGRAM OVERVIEW:
The power of brands has increased enormously in the past two decades. Apple®, Google®, Microsoft®, Amazon® and Facebook® have combined annual revenues in excess of $800 billion and previously defunct brand names such as Blaupunkt® and Akai® have been revived
– because brands sell products and services, to consumers and to businesses. This course tackles all the competencies needed to build a strong organizational brand and evaluate its performance and perceptions in the marketplace. It also details the role brand
management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies and the signs that can indicate a troubled branding strategy.
FOR WHOM:
All Brand Managers, Marketing Executives, Product Managers, Key Account Executives, Business Development Professionals, Sales Executives and Sales Managers, Entrepreneurs, and managers and marketing personnel who wish to learn how to interpret the potential effects of various brand strategies and tactics and assess the value of any type of brand.
LEARNING OBJECTIVES:
At the end of the program, participants will be able to:
■ Debate how brands are valuable assets and how careful management is essential in their creation and development
■ Describe how to determine brand values and select appropriate market positions
■ Discuss planning and creating marketing initiatives and hos this is best achieved
■ Explain how brand performance can be managed and appropriate action taken
■ Analyze how to develop brands through brand/category extensions and consider whether market diversification is appropriate
■ Understand consumer behaviour and their expectations of brands
Outline
COURSE CONTENT
MODULE 1: Introduction, Brand Position and Brand Values
■ Definitions - brand, brand v product comparison brand architecture and examples
■ Why do brands matter, what can be branded, Brand assets, brand strengths and brand values
■ What is brand management, definition of brand equity, Providing a link from the past to the present and on to the future
■ The crucial importance of building consumer knowledge/perception
■ Creating brand equity through awareness, image and associations, how outstanding brands stand out
■ Designing appropriate product category structures – using the CBS (Category Breakdown Structure)
■ Key aspects of strong brands (performance, image, consumer judgments, consumer emotions, consumer rationale, brand significance, overall resonance with customer), the relationship between brand and customer equity
MODULE 3: BRAND MARKETING ■ Prospering in the New Media, advertising channels, promotional activities and media relations■ Sponsoring events and taking a joined-up approach to designing marketing communications■ Working with brand associations, the relationship between existing and new brand associations■ The relationship between brands and channels, geographic factors, brand alliances and co-branding■ The concept of ingredient branding■ Licensing■ A brand as an asset, developing brand financials, e.g. return on investment, future cash flows, net present value■ Establishing the brand value chain
MODULE 4: BRAND PERFORMANCE
■ Assessing brand performance
■ External environment analysis
■ Supporting brand audits with focused tracking surveys
■ Using research to identify customer perception of brands, qualitative research methods, quantitative research methods
■ Assessing customer attitudes to brands, brand based comparative methods and marketing based comparative methods, conjoint analysis – pros and cons
■ Residual based methods and valuation-based methods
■ Brand strategy, brand architecture and developing a hierarchy of brands
■ Building brand equity
Speaker/s
Special Offer
METHODOLOGY
This course relies on the use of individual and group debriefs. The course also features the use of several case studies and presentations by participants followed by plenary discussions. In addition, videos and exercises are used to demonstrate the skills required for effective supervision.
WHAT YOU WILL GET?
■ PowerPoint Slides– All slides necessary to run the course. Please note: Our materials are not ‘Death by PowerPoint’. The major content is in the Trainers Notes and all courses have been designed to be interactive rather than presentational.
■ Case Studies – This is a method which provides descriptive situations which stimulate trainees to make decisions. The purpose of the case method is to make trainees apply what they know, develop new ideas to manage a situation or solve a problem.
■ Activities/Exercises– A detailed explanation of the activities/exercises used to consolidate learning (these are included in the trainer’s notes)
■ Pre-course Preparation – Basic advice on running the training course and also any necessary preparation that is specific to the course.
■ Certificate – A recognition to be awarded as proof of proficiency, having fulfilled all requirements.
■ Support for back to work implementation.
Schedules
Thu, Fri | 10:00 AM — 03:00 PM |
No. of Days: | 2 |
Total Hours: | 10 |
We are a Top Class Human Capital Development Service provider in Nigeria. Our prime objective is to enable organisations to access tomorrow’s thinking and today’s best practices in people management.
People are the greatest assets of any organisation. Rekrut Consulting is dedicated to designing and delivering Recruitment, Training interventions, Team building, and HR consultancy services to the specific needs of client organisations in order for them to be competitive and contemporary.