Modern Strategic Brand Management
Course Info
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Course Details
Introduction
Objective
Who should attend
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Strategic brand management is meant to support companies in getting (or improving) brand recognition, boosting revenue, and achieving long-term business goals. Your brand defines and maintains your business's reputation and echoes your customers' expectations and experience. Your brand is what you offer to your customers - not just a product or service, for which there may be a number of other providers. A strong brand makes a business stand out in the highly competitive markets and allows you to sell your products or services at a premium.
Modern Strategic Brand Management training course is your guide to the world of strategic branding. Participants explore what branding is about and what makes certain brands different. We study the strategic branding process and how to identify a product's main features, benefits, and values.
You'll learn what positioning is, and study how to transform your team into brand ambassadors, and how to create a unique experience at every touchpoint. The course provides insights on brand equity and brand value as well as a formula to build your brand name and value both locally and internationally.
This training course is split into two modules:
MODULE I – Brand Management
MODULE II – Aligning Business, Brand and Behaviour
Each module is structured and can be taken as a stand-alone training course; however, delegates will maximize their benefits by taking Module 1 and 2 back-to-back as a 2-week training course.
Course Outline
MODULE I – Brand Managment
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
