Program Overview:
One of the strongest differentiators an organization can have is its brand. Yet brand strength doesn’t happen on its own. It’s a competitive advantage that needs to be earned. It takes organizational self-reflection, focus, and discipline to create a brand that customers prefer over competitors. That’s why brand management is so important. The brand must have rules placed around it to be easily upheld and presented appropriately. And it needs to be considerate to a quickly changing world with numerous cultural distinctions.
Branding and brand management is more than a marketing thing. If your brand only aspires to mimic the visual styles of the most successful brands, you’ll miss the opportunity to connect with an audience uniquely. A brand should be embraced across the business.
This course is designed to be the edge you need in today’s tough new global business markets. Even experienced marketing and branding managers will gain new perspectives, insights and skills to boost strategic thinking, ensure customer satisfaction and guarantee the bottom-line value of their marketing strategy plan.
Who Should Attend:
We define the idea of brand and examine the all-important concepts behind building strong brands.
Modern brand management and the main responsibilities associated with being a world class brand manager
Brand diagnosis, the optimum starting point. Well review the best forms of market research plus role of founders, heritage and provenance in getting the grips of brand awareness and brand image.
An advanced approach to target market selection. We explore how a brand plan can and should accommodate both longer terms, ‘top-of-the-funnel’ mass marketing and shorter term, ‘bottom-of-the-funnel’ targeting, as a foundation for strategic success.
The all-important challenge of positioning a brand for growth and success. The various forms of differentiation in the market.
How an overall approach to general brand positioning combines with more ‘segment-specific’ statements to create clarity and traction in the market.
Identifying key brand codes and how to apply them across their tactical execution to ensure maximum impact. We study code play and look at some of the truly great executions in which codes have been used to advance the effectiveness of some infamous campaigns
How funnels are built and populated, and how we can use this information to set clear strategic goals for the brand plan – to form the basis of great brand strategy.
The right number of brands to operate and the manner in which these brands should be linked together, or kept apart, to ensure ultimate marketing success. The challenge of brand consolidation and how to kill brands whilst retaining customers and boosting profits.
The role of product development, pricing, distribution and communications. How a brand comes to life through ‘disruptive consistency’ and review some classic examples of getting brand execution right.
The weakness of traditional methods.
How to build zero-based budgets and explain why they offer a superior approach
