Brand Creation and Management

Course Introduction

In a time when the perfect storm of the internet, Social Media and price comparison/peer-review apps have combined to remove most of the traditional sources of competitive advantage, organisations are facing a battle for eyeballs and struggling to stay customer-relevant. The only sustainable strategy for organisations now is providing and delivering on excellent customer promises. One of the most powerful ways of doing this is by creating and supporting great brands.

Brands are far more than just fancy names given to products or services. A Brand occupies a particular space in the customer’s mind. It is associated with a promise and generates that most precious commercial commodity, consumer trust. Customers relate to brands, not products. They trust brands. Brands feel familiar in a world where everything is changing, and price comparison tech rules all. A Brand can attract customers and return customers because it embodies something in their minds. Your brands are crucial currency – look after them.

This training course will highlight the following:

• Principles of strategic brand management and the various Brand types
• Positioning Brand in the market-place
• How to create and communicate brand values 
• Techniques to build brand equity based on solid customer segmentation
• Planning and creating initiatives in the market-place to support the brand 
• Design marketing programs and leverage marketing communications
• Monitor a Brand’s performance over time and develop strategies to make corrections if necessary
• The process of portfolio management and putting together a brand extension plan to ensure growth and profitability in the future

Objectives

The participants will be able to:

• Understand that brands are hugely valuable assets that must be nurtured and managed
• Learn how they can determine their brand’s core values and communicate these
• Understand how and where to place their brand in the market
• Learn tools and techniques for creating marketing initiatives
• Understand how to manage a Brand portfolio via line extensions, market diversification etc.
• Understand how brand performance is driven to be able to recommend corrective actions where necessary

Training Methodology

This training course is highly interactive and contains several workshop exercises, Group and solo work exercises, Brand Case study analyses and role-play activities, all supporting a series of lectures which are a mix of a slide presentation, video presentation and facilitated Q&A sessions.

It will be experiential, and the delegates will get free use of some developed software tools to help create their brand strategies. We draw upon expert testimony, reputable sources (e.g. Harvard Business School, The Chartered Institute of Marketing etc.) and tools & exercises that are fully referenced. Consequently, the delegates leave the course fully equipped to manage their brand portfolios as a consequence of this experiential approach.

Professional Impact

The significance of attending this Brand Creation and Management training course, the delegates will return to their organizations equipped with knowledge, processes, and tools to enable their brand management activities to support business objectives, including: 

• Creating and applying a proven, structured methodology to manage their brands strategically 
• Understand what Brand Equity is and how to create and build it
• Use techniques to position their brands within a market correctly  
• Understand the various channels for brand distribution and how each effects the brand delivery promise
• Understand the link between Quality, value and Price and learn how to develop compelling value propositions for their brands
• Learn how to create and run compelling brand marketing campaigns

Target Audience

Many of the skills, tools and processes covered here are highly transferable. Consequently, they will be of high value to many professional people in many departments and professions.

There are valuable benefits for a broad range of people but maybe of most relevance to those involved in brand and marketing management, including (but not limited) to:

• Brand Managers
• Entrepreneurs
• Marketing Executives
• Advertising Executives
• Product Managers
• Key Account Executives
• Business Development Professionals
• Sales Executives and Managers
• Small to Medium Enterprise (SME) Owners and Managers

Daily Topics

DAY ONE: BRAND STRATEGY - MARKET POSITIONING AND BRAND VALUES

• What is a Brand?
• Why Bother? Brands are just products with fancy names
• Understanding Branding and Brand Architecture
• Creating and Maintaining your Brand’s Equity
• Developing your Brand’s Anatomy
• The Price-Quality-Market Positioning Dynamic
• Pricing Strategy

DAY TWO: BUILDING YOUR BRAND EQUITY

• Position and Pricing Recap
• Using Market Segmentation to build compelling value propositions
• Creating and Selecting Brand Identities
• Channel Strategies
• Delivering on your Brand Promise

DAY THREE: GETTING THE VALUES OUT THERE - MARKETING YOUR BRAND

• Advertising – Old World
• Advertising in New Media
• Using Social Media to build your Brand
• Brands, Channels, and Branding across borders
• Licensing
• Measuring your progress: Metrics and KPIs

DAY FOUR: MANAGING BRAND PERFORMANCE

• Situational Analysis techniques for brand positioning and measurement
• Auditing your Brand
• Getting and Analysing Customer Feedback
• Brands as Assets: Valuing Your Brand
• Building the Brand Equity

DAY FIVE: ONGOING BRAND MANAGEMENT

• Naming Brands and Brand Extensions
• Adding and withdrawing services from the brand
• Leveraging the Brand in Market Extensions
• Brand Extensions
• ‘Selling’ the Brand internally: The Value Chain

For registration & more information please contact

NAYEL Training Centre 

T: +971 4 379 7245 | M: +971 50 249 6876 WhatsApp +971 50 249 6876

Email [email protected]