Modern Strategic Brand Management

Modern Strategic Brand Management

OBJECTIVES

• Understand why branding matters so much and how brands create Value
• Identify the best brand strategies in alignment with existing and new Market Trends
• Explore the elements of Brand Equity and identify how to build sustainable brands
• Study the process of conducting a full Brand Audit to evaluate brand performance
• Create a compelling Brand via online channels and identify the digital consumer mindset
• Learn how to craft Brand Positioning and Brand Experience by managing touchpoints
• Monitor and Evaluate your Product Branding and understand how to respond to the results
• Get the essential skills and know-how on how to improve your results as a Brand Manager
• Know how to position a Brand as relevant, distinct and engaging for your Target Customers
• Create the most efficient ways to manage your Reputation online and mitigate possible risks
• Build a Strategic Brand and track its growth and sustainability using a qualified approach

WHO SHOULD ATTEND?

• Brand Managers
• Marketing Staff
• Product Managers
• Business Managers
• People who want to become Brand Managers
• Marketing Professionals who want to develop a better understanding of strategic brand management
• Professionals who interested in developing and improving an efficient brand strategy

COURSE OUTLINE

• Definitions and Anatomy of Brands
  • The meaning of a brand and why brands matter
  • Difference between branding and marketing
  • Creating Ultimate Brands – how branding became a differentiation point in the business
• Pivotal Role of Customer in Brand Building
  • Understanding the psychology of branding – know how your customers think
  • The concept and benefits of customer-based brand equity
  • Gaining and leveraging deep customer insight
  • Using insights to build a customer-focused organization
• Developing a Brand Positioning That Sets You Apart from The Competition
  • Competitive Analysis and defining your differentiators
  • Brand Essentials: values and promise
  • Segmentation and targeting and what they mean for your brand
  • Establishing brand touchpoints for engagement
  • Creating brand focus, strategy and culture as the differentiating aspects of brand
• Brand Equity – How to Generate a Value Premium
  • Understanding brand equity and essential components/elements of brand equity
  • General and specific examples of brand equity
  • Designing a brand identity and its elements
  • Creating an excellent Brand design and experience
• Brand Architecture & Naming
  • What Brand Architecture is and which are the different models
  • A branded house, a house of brands, a hybrid model and when to use each.
  • Brand portfolio – developing and managing your brand portfolio
  • Brand extensions – proven methods to stretch your reputation and popularity
  • Key things to consider when naming your brand
• Making Your Brand Sustainable
  • Best practices on how to establish brand standards and stick to them.
  • Brand protection – advice on how to protect your brand even before problems might arise
  • Brand delivery – reviewing key channels and methods.
• Brand execution – Delivering the Brand Through Channels That Work
  • Delivering the brand through pricing
  • Designing and managing the customer experience
  • Exploring unconventional methods of delivering the brand
• Building Brand That Delivers an Outstanding Customer Experiences
  • The customer experience journey and its correlation with branding
  • The purchase funnel and why you should consider during brand development
  • The touchpoint concept – identifying and prioritizing the key touchpoints
  • Implementing the brand at the key touchpoints.
• Developing and Maintaining the Brand – Advanced Techniques
  • How to manage a brand through an evolving life cycle
  • Best branding philosophies and brand growth strategies
  • Managing brands over time, geographic boundaries and market segments
  • Multisensory Branding – how to lift brand to the next level
• Turning Your Employees into Brand Advocates
  • What is brand engagement and why do you need it?
  • Human Resource Initiatives – consistent brand communication starts with people
  • Embedding the internal brand communication throughout the organization.
• Branding Reputation and Crisis Management
  • Best tools to use for controlling brand reputation
  • Preventing issues from escalating into crises – proven methods
  • Best ways to manage damaging or angry comments both in the online and offline world
  • Understanding the perfect timing for Rebranding and how to do it
• Performing a Brand Evaluation and Measuring the Results
  • Brand audit techniques that you should start using immediately
  • Measuring Sources and Outcomes of Brand Equity
  • How to interpret the results and determine what actions you should take