This course is designed to provide a framework for an international brand strategy.  Give your brand a global health check and review its merits. Consider how your brands national and regional characteristics can provide a business advantage. Which brand model best suits your international ambition; global, local, standardised or adapted? Don’t let your brand get lost in translation. 

Who should attend?

This advanced course is designed for people interested in growing their brand(s) value by entering into new international markets. The attendees will ideally have the responsibility to manage and instigate brand identity communications and is appropriate for marketing executives, marketing managers, marketing directors, business owners, graphic designers and design managers from start-ups to established enterprises.  

Learning outcomes

  • Global brand health check: Assess your existing brand strategy, brand identity and brand culture for strengths and weaknesses.
  • Place of origin: The halo effect of national and regional characteristics.
  • Global brand architecture: Which model for your brand; global, local, standardised or adapted?
  • Global brand meaning: Don’t get lost in translation.
  • Global brand tribes: Bridge global cultural differences.
  • Global digital branding: Online, social and mobile brand communication.
  • Experience branding: Delivering global brand touchpoints.
  • Training Global brand ambassadors: Your people are the measure of the brand.
  • Brand protection: Intellectual property, licensing and franchising.


Non-Residential: £625
Member Non-Residential: £562
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location

Course Director

Paul Hitchens

Paul Hitchens is the author of two branding books: ‘Successful Brand Management – In a Week’ and ‘Create the Perfect Brand’. He is an award winning creative with over 25 years experience in the creative industries, working in advertising, branding, design and marketing. Paul is an industry commentator and has appeared on TV and Radio including: BBC, ITV and Channel5 News.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.