Description
Course Summary
A strong, unique brand image is an essential element for any organisation to differentiate itself from others in the market. This differentiation also helps in building a good relationship with customers. If they feels that they share the same value with the brand, they will be loyal to it and more attracted.
This Brand Management & Corporate Identity course will provide practical tools and skills to strategically manage corporate identity and product or services brands.
Course Objectives
- Develop Strategic support for the brand from all stakeholder including executives, employees, customers, influencers and the media
- Use the key elements of branding to create or refresh a brand
- Explain the benefit of branding and how to create positive identity and how to repair a damaged reputation
- Explain how brand performance can be monitored over the time and recommend appropriate action when needed
- Describe how to determine brand values and select appropriate market positions
- Discuss why brands are valuable assets and how to be careful managing their creation and development
Course Content & Outline
1- Introduction, Why do brands matters?
- What is a brand? brand vs product comparison
- The Importance of branding and what can be branded
- What should a brand include?
- Brand management and Brand equity
- How to brand add value to an organisation?
2- Creating an Effective Brand
- Brand’s identity elements, six key factors to consider, gambits to make the brand identity memorable
- Key criteria for a branding strategy
- linking brand to the organisation’s mission, vision, values and purpose
- Main features for strong brands
- Connecting brand to the past, present and the future
3- Brand Marketing
- Succeed in the new media, social media, advertisement and promotional activities
- Licensing
- Events sponsoring
- Running launching events for the brand, while ensuring consistency
- Creating relationships between existing and new brand associations
- Creating branding communication plan for different audience
- Developing brand financials, a brand as an asset
- The relationship between brands and channels, geographic factors, brand alliances and co-branding
4- Protecting brand equity over the time
- Monitoring customer experience and perception of the brand, and what is being said on the media about the brand
- Consider introducing new products to the brand, what are the pros and cons of brand extensions
- Knowing when to refresh the brand to reflect changing business strategy and environment
- Introducing new market segments, introducing new regional/continental markets, international considerations, building global brand equity
- Prospering in the New Media, advertising channels, promotional activities, media relations, sponsoring events, designing marketing communications
5- Developing support for the brand
- Recruiting brand ambassador (Celebrities, employees, fans and bloggers)
- Finding brand champion from the leadership team that resonate with customers and potential customers
- Logos, symbols characters, slogans and packaging
- Developing an appropriate strategy for products, channel strategy, pricing strategy and value engineering
- Proving the brand’s worth to shareholders using the international standard ISO 10668
Who is this training for?
- Marketing managers, directors and executive
- PR managers and executives
- Business Owners
- Entrepreneurs
- Communication managers and directors
- Brand manager
- Product manager
Training Methodology
This highly interactive course combines presentations, expert lectures, discussions, case studies and interactive activity such as quizzes, brand design reviewing and Q&A sessions.
Participants are encouraged to reflect based on their own experiences and culture.
