Building Brand Identity and Brand Strategy Management

Brand isn’t just about creating a name, symbol or design that identifies and differentiates a product or company. Strong brands like Apple, Nike or MacDonalds have been intentionally built from the foundation of a solid brand strategy. Strong brands know their customers and design everything from their visual identity through to service and after sales experience to satisfy the needs and expectations of their target markets. An effective brand strategy will give you a major edge in increasingly competitive markets.

On this course delegates will start by analysing their own brands and how they are perceived in the market. They will learn how to use consumer insights to shape brand strategy and position themselves in the market more effectively. Delegates will learn to apply the Brand Equity concept to their own brands so that they can make better informed decisions regarding future marketing investments and efforts and ensure a high return on investment for the company.

Objective

By the end of this interactive training programme, you will be able to:

• Explain what Brand means in relation to your business
• Describe the attributes of a strong brand
• Understand and apply effective brand management
• Understand and apply the Brand Equity concept
• Describe the Strategic Brand management process
• Use the Brand management Framework to further develop and maintain your brand

Course Outline

Module 1 – Introduction to Brand

• What is a brand?
• The value and importance of brand to your business

Module 2 – Key brand characteristics and attributes

• Attributes of strong brands
• Brand image and associations
• Assessing your brand

Module 3 – Brand Management

• The purpose of brand management
• The brand equity concept

Module 4 – Brand Building

• 4 steps of building a strong brand
• The positioning framework
• Strategic brand management process

Module 5 – Brand Strategies

• Brand architecture
• Brand Hierarchy
• New products/services
• Brand extensions
• Reinforcing and revitalising brands