Introduction to Branding

Overview

Building and managing successful brands is one of the key marketing value drivers today. The ability to develop brand vision and insight to really engage your target market is at the heart of effective brand strategy together with excellence in designing an integrated marketing mix to bring this to life. Great brand plans bring all these elements, and more, together to help communicate internally and externally how equity will be built and protected.

Benefits to you and your organisation

You will learn the key steps in developing a strategic brand plan. You will benefit by comparing your company's approach to that of other delegates and the case studies used. You will leave equipped with a brand planning framework and an understanding of the key activities that build brand equity.

Through many relevant examples and the application of a stimulating case study and group discussion, delegates will be able to write more effective brand plans. Individuals will learn leading-edge brand concepts, enabling them to bring new ideas and skills back to their organisations.

Who this course is for

This workshop will be especially useful for marketers who have to prepare a brand plan for the first time, or are reviewing the effectiveness of their current plans. It is also invaluable for senior managers having to evaluate the brand plans submitted to them by specialists.

What you will learn

• Identify the components of a brand.
• Identify where consumer perceptions of a brand come from.
• Conduct a market and brand situation analysis.
• Generate ideas on a future brand strategy for a simulated brand scenario.
• Recognise some of the contemporary issues faced by brand managers and identify ways by which they might be tackled in your own organisation.
• The structure and contents of a brand guideline document.
• How to write an insightful strategic brand plan.

Course content

• Branding and the principles of marketing, brand benefits and components.
• The overall brand planning process.
• Market and brand situation analysis in order to identify consumer insight as the basis of future brand strategy.
• How to generate ideas for brand strategy including the contents of the brand brief illustrated with examples of briefs from a number of leading brands.
• The structure and contents of a brand guideline document.
• The role of marketing communications.
• Planning and evaluating the performance of the brand.
• Branding issues for your organisation and development of an action plan to address them.

Learning approach

The workshop provides a clear brand planning framework and allows you to apply the principles presented to a case situation. This reinforces learning in a fun, stimulating and interactive environment, making application easier back at work.