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Is your brand ready to travel and what factors should you be thinking about? This course is designed to help you gain insights into the foundation of 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 from start-ups to established enterprises.

Learning outcomes

  • International 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
  • International Brand Architecture: Which model for your brand; global, local, standardised or adapted?
  • International Brand meaning: Don’t get lost in translation
  • Global Brand tribes: Bridge global cultural differences
  • International Digital Branding: Online, social and mobile brand communication
  • Experience branding: Delivering global brand touchpoints
  • Global Brand Ambassadors: Your people are the measure of the brand
  • Brand Protection: Intellectual Property, Licensing and Franchising

Course Dates

Start Date Duration Location
01 Mar 2024 1d Virtual
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15 May 2024 1d Virtual
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Course Director

Paul Hitchens

Paul Hitchens is the author of three bestselling books on brand management published by Hodder Education: ‘Brand Management – In A Week’, ‘Successful Brand Management’ and ‘Create the Perfect Brand’. He is a Chartered Marketer with an MA in ‘Brands, Communication & Culture’ and has gained over thirty years creative industry experience working both agency and client side for household brand names. Paul regularly commentates on brand reputation issues in industry journals and national newspapers and has contributed to BBC, ITV and Channel5 News. He is a frequent industry speaker and has spoken at ‘The Museum of Brands’, ‘Marketing Week Live’ and gave a TEDx Talk titled ‘Innovate your brand experience through Purpose and Values.’ He has judged the brand category for the CIM Marketing Excellence Awards and often shares his opinions through the CIM Podcast and CIM Exchange.


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