Marketing the Brand

Overview

Brands are often an organisation's most valuable asset and this course offers numerous techniques to build this value now. You will develop confidence in using the tools of branding to revitalise your brand and bring it to life.  The results will transfer into improved profit potential and long term equity growth for your brand.

Benefits to you and your organisation

Confidence and skill in building and managing brands is highly valued. By attending this course, you will benefit hugely from an insight into the theory and practice of branding.

Successful branding today relies less on expensive budgets and more on clever thinking. Numerous current examples of this are presented and evaluated, so your organisation will be better equipped to plan to build brand value.

Who this course is for

Brand managers, assistant brand managers and executives with responsibility for branding are invited.  Business experience is welcome but a background in theoretical marketing is not needed.

What you will learn

• The secrets of successful positioning and how to achieve it.
• Learn new and exciting ideas to develop your brand identity.
• Bring your brand fully alive using key drivers and sensory branding.
• Develop your positioning strategy into great communications in the wired world.
• Demonstrate the value of your brand with measurements that prove the business case.

Course content

• Best practice brand marketing.
• Dissecting and valuing brands.
• Managing brand portfolios.
• Secrets of successful positioning.
• Pricing and value.
• Carry out a brand audit.
• Developing brand communications in the wired world.
• Using brand metrics without brand damage.

Learning approach

Delegates are encouraged to bring their own work to the course but case studies are provided to those who prefer.  The course is interactive and fun with many current examples presented including video cases.