Brand Management
Overview
A strong brand earns trust and lets an organisation compete on more than price. This course covers building and managing brands: brand strategy and positioning, identity, brand experience, brand architecture, protecting the brand and measuring brand health.
Who should attend
Brand and marketing managers, communication staff, product managers and leaders responsible for corporate reputation.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Explain how brands create value for customers and organisations
- Define brand purpose, positioning and personality
- Guide brand identity and consistent communication
- Design brand architecture across products or services
- Measure brand health and manage brand risk
Course outline
Day 1Brand Fundamentals
- What a brand is
- Brand equity
- Corporate and product brands
- Brands in the public sector
- Brand and reputation
- Review of strong brands
Day 2Brand Strategy
- Brand purpose and values
- Brand positioning
- Brand personality
- Brand promise
- Brand platform document
- Workshop: build a brand platform
Day 3Brand Identity and Communication
- Visual identity elements
- Verbal identity and tone of voice
- Brand guidelines
- Integrated brand communication
- Working with agencies
- Exercise: review brand guidelines
Day 4Brand Experience and Architecture
- Delivering the brand at every touchpoint
- Employer branding
- Brand architecture models
- Brand extensions
- Rebranding decisions
- Case study: a rebrand
Day 5Managing Brand Performance
- Brand health metrics
- Brand tracking research
- Protecting trademarks
- Managing brand crises
- Brand governance
- Brand action plan
