Building Brands With Pr

Overview

Brands are becoming more powerful every day. Increasingly, organisations want their communications to help establish their brand in the eyes of the consumer. As part of that process, public relations has unique qualities that can create visibility and add value to the brand.

Who should attend

Middle to senior PR and marketing professionals and account managers or directors in PR consultancies wishing to increase their understanding of branding and how PR and other below-the-line disciplines can build brands.

Course objectives

By the end of this intensive course you will:

> Differentiate between brand attributes and brand values

> Isolate the key components of a brand

> Know how to go about developing a personality for a brand that will make it stand out and differentiate it from the competition

> Know the PR tools that can be used to build a brand

> Know how to plan and manage a process of building a brand through PR

Course content

What is a Brand?

How Companies Organise Brands

Characteristics of Strong Brands

Brand Positioning

> Mission and vision

> Values

> Support

> Personality

> Proposition

Overview of Recent Brand Building Models/Thinking

The Strategic Power of PR in Building Brands

Creative Strategy

> Pointers on how to write a PR and creative brief that results in activities that really drive the brand

> The future outlook for below-the-line services in brand thinking including the rise of experience marketing

Training Method

Delegates work with a variety of brand models to define key elements of a favourite brand- make-up and use these models to elevate campaign ideas and transform into powerful brand building tools.