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Strategic Brand Management

Course Information:

Venue:Duration:Date:Price:
Online 12 hours Flexi-date£1,750.00
In-House Agreed with client FlexiblePOA
London 5 days 28-Mar£3,500.00
London 5 days 12-Dec£3,500.00

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    LCT 2022 Brochure
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    Who should attend?

      • Directors of marketing and PR
      • Managers of marketing and PR departments
      • Team leaders and supervisors
      • Everybody who ‘lives the brand’

    Accreditations

    Outcomes

      • Understand the key requirements for a strong brand identity for an organisation, product and service
      • Develop brand awareness, recall and loyalty with stakeholders and audiences
      • Understand the advantages and disadvantages of different communication channels and multipliers to promote and enhance a brand
      • Create and implement a comprehensive range of branding strategies
      • Protect and manage a brand continuously to maintain and increase brand equity
      • Understand how to manage and rebuild brand credibility after a crisis

    COURSE TOPICS:

    Fundamentals of a strong brand

      • Definition of a brand: brand promise
      • Importance of a clearly identifiable brand
      • What makes a brand memorable?
      • Relating senses and emotions to a brand
      • Global branding with local and personal relevance

    Generate a consistent brand

      • Identify, research and segment audiences/stakeholders of the organisation, product and service
      • Monitor their current and changing needs, expectations and requirements
      • Position your brand correspondingly
      • Generate brand metrics for effective measurement
      • Overcome the challenges of consistency in branding

    Create a brand strategy

      • Set strategic objectives and KPIs
      • Agree budget and resources to be allocated
      • Research, analyse and evaluate competition
      • Clarify targeted and focussed benefits
      • Project manage the implementation

    Promote the brand

      • Identify, evaluate and choose the most appropriate communication media
      • Constantly monitor and measure brand value in all media
      • Ensure brand alignment with the product and service
      • Should you rebrand or re-position? Why, when and how?
      • Learn the lessons from effective and from failed re-branding

    Protect, manage and rebuild a brand during and after a threat or crisis

      • Build a long-term positive brand perception of the organisation, product or service, before the problem strikes
      • Prepare a structured and regularly tested crisis plan
      • Identify the best way to communicate with stakeholders before during and after the crisis
      • What can be learnt from those organisations that have handled crises badly and those who have recovered well?
      • Rebuild your brand after is been undermined or discredited





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