Online and virtual delivery courses are now available.
To speak to one of our Learning Advisors call us on +44 (0)1628 427360 or email training@cim.co.uk
Virtual course

Overview


A comprehensive and contemporary course on brand management that reveals, through practical exercises and world-class examples, how to use brand strategy to create a successful 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, create and present their own brand during the course.

Who should attend?

The Strategic Brand Management course provides an interconnected understanding of brand strategy and business 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 and benefits of branding
  • Brand value: valuing the intangible 
  • Brand focus: brand architecture / brand archetypes
  • Brand strategy: key branding criteria
  • Brand culture: the ideas, customs, and social behaviour of the branded organisation
  • Brand design: the value of design / brand audit / creative brief
  • Brand identity: the essential elements of identification
  • 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 Duration Location
12 Oct 2020 2d Virtual
 
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12 Nov 2020 2d Virtual
 
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01 Dec 2020 2d Virtual
 
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11 Jan 2021 2d London
 
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08 Feb 2021 2d Cookham
 
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15 Mar 2021 2d London
 
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19 Apr 2021 2d Newcastle
 
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10 May 2021 2d London
 
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14 Jun 2021 2d Newcastle
 
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Course Director

Paul Hitchens

Paul Hitchens is the author of ‘Brand Management – In a Week’, ‘Successful Brand Management’ and ‘Create the Perfect Brand’. He is a TEDx Speaker and an award winning creative with over 30 years’ experience in branding, design, advertising, marketing and training. Paul regularly commentates on brand reputation issues and has contributed to the BBC, ITV and Channel5 News.

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.

Enquire

To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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