Strategic Brand Management

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

• 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

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