Brand Marketing

Brand Marketing Course Structure

The Brand Marketing course is structured so delegates receive a strong element of practical activities and exercises to reinforce the theoretical content.

Delegates will receive an action biased course content that will equip them with the fundamental knowledge and application of brand management.

Course Overview

An Introduction to Brand Marketing

• What is a brand?
• Why a brand is much more than a logo
• Types of branding used today
• The 9/10ths rule of branding

Brand Positioning

Case Studies: Department Stores, Motor Cars, UK High Street

Why Brand Management?

• The importance to company value
• Strategic implications
• How brands drive growth

Tools for Developing Corporate and Individual Brands

• Brand Opportunity Tree
• Brand Conversion Model
• Brand Positioning Analysis
• Sixty Seconds Brand Test
• Brand Circle

Case Studies: Cadburys Dairy Milk, Easy Group, After Eight

Your Branding Pyramid

• Brand Vision
• Brand Mission
• Brand Proposition
• Brand Character
• Brand Values

Case Studies: Direct.gov.uk; Ikea; Glasgow Caledonian University; Health & Safety Executive

Branding Campaign Planning

Re-branding Considerations and Case Studies

Brand Architecture Model

• How to structure your brands
• Company Brand
• Company + Product
• Brand Family

Brand Extension

• The good, the bad, and the ugly of brand development

Case Studies: Fairy; Mr Muscle; Flash

A 5-stage Process for Brand Management

• A strategic process to use in your business

Unique Benefits To Marketing Brand Marketing Delegates
Unique "Risk-Reverse" Money Back Guarantee plus
60 Days Support Package with Expert Tutors