Branding

Overview

Course duration: 1 day.

Brands have increasingly become a greater part of all our lives and the development of a successful brand adds top line revenue as well as bottom line profit.

Understanding what makes a successful brand has become more important for the marketer to know in order to build strong brands and harness the potential of brand loyalty.

Is it right for me?

Designed for anyone who needs to understand the important drivers of brand identity and develop the brands future strategy to develop the brand for its customers.

What will I learn?

By the end of the course you will be able to:

• Understand the key elements of a brand
• Know what makes a brand strong
• Be able to develop strong brands for your company
• Write brand plans which acknowledge the elements required for a successful brand

Pre-course Activity

Delegates should bring to this course their understanding of their companies brand and what it stands for. This may be a brand statement or strategy, brand guidelines or brand manual.

What will it cover?

What makes a strong brand

• The elements which contribute towards the brands power

Building Brand Excellence

• Exploring the formula of successful brands
• Segmentation and Valuation
• Targeting Positioning & Competitive Strategy

Customer Choice Drivers/Role of Brands

• Why do customers choose one brand over another?

Brand Planning

• Planning and competitive advantage

Overview of the Brand Portrait

• The elements which make a strong brand

The Brand Positioning Statement (BPS)

• Defining the brands market position

Brand Equity

• The components of brand equity and how to maximise your brand’s advantage

Action Plans

• Creating your personal action plan

Further courses to consider

• Strategic Marketing Planning
• Marketing Communications
• Great Copywriting