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Overview

The Brand Masterclass is an inspirational and creative course to help delegates plan, build and implement a compelling brand. It reveals, through practical exercises and world-class examples, how to use brand strategy to create a sustainable brand. The course takes a holistic view of branding from brief to creation and implementation. Delegates will consider the importance of determining the personality and character of the brand and how it influences the customer experience through employees and external audiences. Each delegate will be asked to plan and create their own brand and present this to their fellow delegates during the course.

Who should attend?

The Brand Masterclass course provides a comprehensive and holistic understanding of brand strategy. This two day course provides delegates with insights and tools to maximise their organisations most precious asset – their brands value. A course for marketing executives, marketing managers, marketing directors, business owners, graphic designers and design managers from start-ups to established enterprises.

Learning outcomes

• What is a brand - brand definitions / branding history
• Why do I need a brand? - the benefits of branding
• Brand value - valuing the intangible / brand valuation consultancies and ISO 10668
• Brand focus - brand architecture / brand archetypes
• Brand strategy - key branding criteria: purpose, vision, values, mission statement, proposition, position, personality, audience
• Brand culture - the ideas, customs, and social behaviour of the branded organisation i.e. history, ethos, language, people, leadership, traditions, sensations, physical
• Brand design - the value of design / brand audit / creative brief
• Brand identity - the essential elements of identification i.e. name, strapline, logo, mascots, colour, typography, aesthetics
• Brand experience - brand touchpoints / brand touchpoint mapping / social media
• Employer branding - the benefits of a strong employer brand / brand champion / brand ambassador
• Brand standards - brand guardian / brand book / brand guidelines
• Brand protection - intellectual property / new revenue streams
• Brand delivery: brand launch

Course Dates

Start Date Days Location
29 May 2019 2 Newcastle
 
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16 Jul 2019 2 Cookham
 
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27 Aug 2019 2 London
 
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18 Sep 2019 2 London
 
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28 Oct 2019 2 London
 
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18 Nov 2019 2 Manchester
 
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25 Nov 2019 2 London
 
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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.

Enquire

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.

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