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

Who should attend?

This workshop will be especially useful for marketers when they 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 marketing specialists and for graphic designers and agency executives working with brand teams.

Learning outcomes

  • The principles of branding, 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 positioning statement illustrated with examples 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.

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.


Non-Residential: £595
Member Non-Residential: £536
* 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
16 Aug 2018 16 Aug 2018 London
14 Nov 2018 14 Nov 2018 London

Course Director

Debbie Clewes

Debbie Clewes has run, for over 20 years, workshops on Strategic Planning, Brand Management and NPD and longer tailored in-company programmes working with many organisations including Rolls Royce, McCains, BHF, American Express and John Lewis. Debbie has written articles and revision texts on strategic marketing and is often asked to consult and speak on the subject.


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.