Branding – 3 Day Training Course
Event on 2016-09-14 10:00:00
The primary purpose of the Brand Management course is to provide participants with an overview of how brands can be best managed to improve customer experience and brand equity. A central theme is how social media platforms and the growing power of social influence are shaping brand communications and advocacy. Participants are guided through the process of how a product is developed into a brand, covering important issues such as intellectual property, brand benefits, purpose and brand narratives, A concise review of strategic thinking on brand management is provided, focusing on positioning, mission, identity, stakeholder engagement and extending the life of a brand. The course also explores how to develop memorable brand experiences and how to avoid brand commoditisation. This course has six main modules: Module One: Introduction to Brand Fundamentals What is a brand? Understanding intangibles and their value How are brands changing in relation to new business models and social media? Key concepts in branding: Brand identity Brand architecture Brand positioning Brand attributes Brand elements Brand essence Brand equity Brand image Brand communications Brand experience Brand management Brand strength Brand lifecycle Brand value proposition Niche branding Co-branding Social media and brand terminology Importance of strategic intent: vision and mission statements Critical elements: purpose/benefits, market relevance, positioning, identity and image Basic process of building a brand strategy: functional, emotional and psychological elements of branding Brand strategy and growth New ideas and influences: Islamic branding Module Two: From Product to Brand Getting past the key questions: concept, relevance, purpose, meaning, benefits, sustainability, competition, positioning, architecture, growth and adaptability (innovation potential), vision, mission and, target markets, communication tools, stakeholder issues and brand identity, plus IP protection, social media and mobility of brand concept What is the overall brand strategy? The visual identity process: logo, naming, colour, design Psychological elements of visual identity Risk and issue analysis for new brand Types of brands and their needs – infrastructure – delivery, supply chain etc Pricing issues Brand communications and image control Web site and control of messages and communications Why so many new product launches fail Module Three: Strategic Considerations and Brand Equity What business are you in? The big picture – brand strategy Market profile; competitor analysis; customer segmentation; positioning strategy; brand promise and value proposition; behavioural targeting Why positioning is so critical to success Brand architecture Developing a social media strategy Stakeholder management of brands and risk profiles Protecting brand equity: online reputation management issues and SEO Definitions of brand equity and its importance to brand management Brand performance and brand equity metrics: including social brand measures e.g. retweets and other social media metrics and indices Module Four: Brand Communications and Advocacy The basics of brand communications How brands are reaching out to consumers via the Web and mobile platforms: role of Twitter and Facebook Why customer service and experience is becoming as important as the brand you sell Link with brand communications and overall strategy and objectives Brand architecture and communications: corporate brands External brand communications: corporate advertising; product advertising; social media: YouTube presence, Facebook, Twitter etc; sponsorship; events; third party advocacy; direct marketing; blogs, online communities, podcasts; role of social bookmarking Brand stories: the power of good brand narratives Communicating issues: engaging divergent stakeholders and NGOs Influence, reach and engagement: use of mobile platforms and apps Message development and brand loyalty Module Five: Protecting and Sustaining Brand Equity The importance of intellectual property in brand management Names, registering logos, monitoring misuse and infringements Making brands hard to copy: building in intangibles and experiences Sustaining a brand long term: proximity with influencers The importance of innovation Growth through extension: benefits and dangers Brand revitalisation Open source innovation Redefining purpose and values Growth of neuro-marketing and its impact on branding Module Six: Building Brand Experiences and CSR The importance of good memorable brand experience Building brand narratives From commodity to brand experience – what coffee can teach us Best practice in managing brand experience Co-creation of ideas Archetypes and branding Brand values and the growing influence of strategic CSR Brands with successful CSR strategies Embracing CSR as integral to the brand concept CSR brand metrics and reputation. Course Assessment In order to obtain the Advanced Certificate course in Brand Management participants are required to complete: an assessment (during the course) The assessment is based on a critical thinking exercise, from which participants are asked questions based on a given scenario, to evaluate their understanding and comprehension of key concepts from the course. The purpose of the practical assessment is to test, at one level, factual recall of critical concepts, and at a higher level, to allow participants the chance to apply knowledge assumed by the syllabus to completely unfamiliar situations e.g. a scenario. Less emphasis is placed on factual recall and greater placed on critical thinking and the practical application of concepts.
at London School Of Public Relations
118A Kensington Church St
London, United Kingdom