Methodology

The course involves a variety of case studies and exercises to develop the right skills needed to become a successful branding professional. Group presentations and self-assessment tools will also be used for the same purpose.

Course Objectives

By the end of the course, participants will be able to:

Define brands and understand the opportunities and challenges facing them in highly competitive business landscapes

Plan and craft a powerful brand positioning statement that reflects the brand's promise and the expectations of their most valued customers

Build a strategic brand and track its growth and sustainability using researched processes

Explore the elements of brand equity and the constituents of brand identity to build consistent and sustainable brands

Identify various brand strategies to come up with sound actions aligned with the status of existing and new markets and products

Master the process for conducting a full brand audit to evaluate brand performance and take remedial actions

Target Audience

This course is targeted at 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. This course is also ideal for marketing professionals who would like to strengthen, develop and enhance their strategic marketing skills and obtain the highest Return On Investment (ROI) from managing their organization’s brand.

Target Competencies

Creating brand report cards

Brand management

Creating brand value

Crafting brand identity

Designing brand equity elements

Conducting brand audits

Developing brand strategies