Modern Strategic Brand Management

Introduction:

Strategic brand management plays a pivotal role in helping companies establish and enhance brand recognition, drive revenue growth, and achieve long-term business objectives. Your brand serves as a reflection of your business's identity, reputation, and the expectations and experiences of your customers. It encompasses more than just a product or service, setting you apart from competitors and allowing you to command a premium in highly competitive markets.

The Modern Strategic Brand Management training course serves as your comprehensive guide to the world of strategic branding. Participants will dive into the essence of branding and what sets certain brands apart from others. The course delves into the strategic branding process, equipping participants with the knowledge and skills needed to identify a product's key features, benefits, and values.

Throughout the course, participants will explore various aspects of strategic brand management, including brand positioning, brand equity, brand architecture, and brand communication. They will learn how to develop a strong brand identity, create compelling brand messages, and effectively communicate with target audiences. Additionally, participants will gain insights into brand measurement and evaluation, ensuring continuous improvement and success in brand management efforts.

By enrolling in this course, you will gain a deep understanding of the strategic branding landscape and acquire practical tools and techniques to build and manage strong brands. Whether you are a marketing professional, business owner, or brand manager, this course will empower you to make informed branding decisions and drive your business towards brand excellence.

Join us on this exciting journey through Modern Strategic Brand Management. Together, we will unlock the power of branding and harness it as a strategic tool to propel your business forward, build customer loyalty, and achieve sustainable growth in today's dynamic marketplace.

Course Objectives:

At the end of this Modern Strategic Brand Management training seminar, you will be able to :

• Understand why branding matters so much and how brands create Value
• Identify the best brand strategies in alignment with existing and new Market Trends
• Explore the elements of Brand Equity and identify how to build sustainable brands
• Debate how brands are valuable assets and how careful management is essential in their creation and development
• Describe how to determine brand values and select appropriate market positions
• Discuss planning and creating marketing initiatives and hos this is best achieved
• Explain how brand performance can be managed and appropriate action taken
• Learn how to build brands from a broad organizational perspective
• Learn how to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)
• Learn how to build brands in multi-brand companies, across cultures and geographies
• Learn how to measure brand health in new ways, that is, internally in addition to externally

Who Should Attend?

Modern Strategic Brand Management Training course , is ideal for :

• Brand Managers
• Marketing Executives
• Product Managers
• Key Account Executives, Business Development Professionals, Sales Executives and Sales Managers
• Entrepreneurs
• Small to Medium Enterprise (SME) owners and Managers

Course Outlines:

Brand Management 

Introduction, Brand Position and Brand Values

• Definitions - brand, brand v product comparison brand architecture and examples
• Why do brands matter, what can be branded, Brand assets, brand strengths and brand values
• What is brand management, definition of brand equity, Providing a link from the past to the present and on to the future
• The crucial importance of building consumer knowledge/perception
• Creating brand equity through awareness, image and associations, how outstanding brands stand out
• Designing appropriate product category structures – using the CBS (Category Breakdown Structure)
• Key aspects of strong brands (performance, image, consumer judgments, consumer emotions, consumer rationale, brand significance, overall resonance with customer), the relationship between brand and customer equity

Brand Equity and the Consumer 

• The essentials of brand positioning, developing a strong position, identifying core brand associations, auditing brands
• Selecting appropriate brand identities – six key factors to consider, gambits to make the brand identity memorable, protocols for naming brands
• Logos, symbols characters and slogans, don’t forget the packaging
• Using personalization techniques to connect with the consumer
• Developing an appropriate strategy for products, channel strategy, pricing strategy and value engineering
• Taking a joined-up approach to designing brand marketing programs, using personalization techniques to connect with the customer and developing an appropriate strategy for products

Brand Marketing 

• Prospering in the New Media, advertising channels, promotional activities and media relations
• Sponsoring events and taking a joined-up approach to designing marketing communications
• Working with brand associations, the relationship between existing and new brand associations
• The relationship between brands and channels, geographic factors, brand alliances and co-branding
• The concept of ingredient branding
• Licensing
• A brand as an asset, developing brand financials, e.g. return on investment, future cash flows, net present value
• Establishing the brand value chain

Brand Performance 

• Assessing brand performance
• External environment analysis
• Supporting brand audits with focused tracking surveys
• Using research to identify customer perception of brands, qualitative research methods, quantitative research methods
• Assessing customer attitudes to brands, brand based comparative methods and marketing based comparative methods, conjoint analysis – pros and cons
• Residual based methods and valuation-based methods
• Brand strategy, brand architecture and developing a hierarchy of brands
• Building brand equity

Other Accounting Policies

• Debit and Credit Notes
• Payroll Recording and Reporting
• Reporting
• Fundamental Budgeting procedures.
• Financial Statements Issuance proceedings.
• Financial Analysis and contrasts to Budgets.

Maintaining Brand Equity 

• Introducing new products to the brand, The pros and cons of brand extensions
• Considering potential customer perceptions of brand extensions, designing brand extensions
• Naming brand extensions for maximum impact
• Managing brands over an extended period of time
• Balancing the brand portfolio to reflect changing business strategy and environment, refreshing tired brands, developing acquisitions and divestments
• Introducing new market segments, introducing new regional/continental markets, international considerations, building global brand equity
• Prospering in the New Media, advertising channels, promotional activities, media relations, sponsoring events, designing marketing communications

Aligning Business, Brand and Behavior

Brand Purpose & Experience

• Traditional notions of branding