Strategic Brand Management
Course Information:
Venue: | Duration: | Date: | Price: |
---|---|---|---|
Online | 12 hours | Flexi-date | £1,750.00 |
In-House | Agreed with client | Flexible | POA |
London | 5 days | 28-Mar | £3,500.00 |
London | 5 days | 12-Dec | £3,500.00 |
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