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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 

Course Dates

Start Date Duration Location
29 Feb 2024 1d Virtual
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05 Jun 2024 1d Virtual
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Course Director

Debbie Clewes

Debbie is a very experienced trainer and consultant working with the CIM for many years delivering tailored in-company innovation and NPD workshops across sectors including Tesco, Barclay’s, Charles Wells Breweries, BHF and Rolls Royce. She also helps managers achieve their professional qualifications on the CIM Diploma in Professional Marketing leading the Innovation in Marketing and Marketing & Digital Strategy modules. Debbie is very positive, friendly and engaging and is genuinely interested in her delegates and their individual needs. She is focused on presenting from a strategic perspective, the most useful innovation frameworks and working collaboratively to apply these to practice helping inspire change and improve performance.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


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