Course Details
Course Outline
5 days course
Intrdction to brand managmet
- The definition of a brand
- Reasons why brands matter
- A brief history of brands
- Difference between branding and marketing
- The challenges and opportunities of branding today
- Understanding branding
Brand planning models
- The concept of customer-based brand equity
- Building customer-based brand equity
- Benefits of customer-based brand equity
- Three tools to facilitate brand planning
- Brand positioning model
- Brand resonance model
- Brand value chain model
The strategic brand management process
- The brand management process: a useful model Developing brand vision
- Establishing brand position
- Fulfilling brand contract
- Brand communication
- Brand metrics: measuring RoBI (Return on Brand Investment)
- The elements of the strategic brand management process
- Identifying and establishing brand positioning and values
- Planning and implementing brand marketing programs
- Measuring and interpreting brand performance
- Growing and sustaining brand equity
Brand equity and identity
- Brand equity defined
- Elements of brand equity
- Brand loyalty
- Brand awareness
- Perceived quality
- Brand associations
- Designing brand identity
- Elements of brand identity
- Brand essence
Building brand portfolios
- Branding philosophies
- Brand growth strategies
- New brand
- Flanker/fighting brands
- Line extensions
- Brand extensions
Brand evaluation
- Brand audit defined
- Brand audit techniques
- The brand audit questionnaire
- Reviewing the 'big idea'
- Evaluating advertising
