Brand Marketing Principles

Overview

What makes a brand successful? We will explore this question considering the brand planning process and case studies of contemporary brands from different sectors. The workshop will focus on the brand audit, brand positioning and developing brand programmes. We will review the different approaches to developing Brand guideline documents and look at how brand equity will be built. You can take these away together with a one-page brand plan template - allowing you to easily apply the principles.

Who should attend?

This workshop will be especially useful for marketers who have been asked to prepare a brand plan or brand guideline document for the first time, or are reviewing the effectiveness of their current plans. It is also useful for executives such as graphic designers and agency executives who work with brand teams and non-marketing specialists interested in the foundations of effective brand management.

Learning outcomes

• Determine the principles and benefits of effective branding
• Design a brand planning process and write a succinct brand plan
• Undertake a brand audit
• Construct a brand positioning statement
• Connect brand promotion to strategy and consumer insights
• Create the structure for an effective brand guideline document
• Identify branding issues and develop an action plan