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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


“Very knowledgeable and engaging course director. A small group of delegates meant lots of interaction and engagement opportunities—a good balance between lectures, breakout rooms, exercises, discussions and practical application. Great pace with plenty of 'micro-breaks' to ensure focus throughout.”

Nerissa Parker Brand & Creative Manager Charles Stanley Wealth Managers

“Excellent course, has equipped me with the knowledge and confidence to review and plan workshops to take our existing brand strategy and evolve and grow what we currently have in place.”

Alexis Leyland Creative Studio Manager Roper Rhodes

“It was very interesting and engaging. Even if it was a virtual class, the course director kept us engaged and motivated.”

Alison Gregoire Brand Manager Eakin Healthcare

"A new experience but a really positive one, Paul was seamless in his delivery virtually and extremely friendly and helpful."

Kelly Beckett

"My overall experience was good. I felt the use of Zoom allowed a smooth and interactive session for both days. The course director was also very informative and gave insight surrounding the topics."

J Sheriff

Course Dates

Start Date Duration Location
11 Dec 2023 2d Virtual
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01 Feb 2024 2d Virtual
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06 Mar 2024 2d Virtual
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08 May 2024 2d Virtual
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11 Jun 2024 2d 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.

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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