Brand Management – Brand Positioning and Marketing
Short course
In Coventry, Victoria, St Helens and another venue.
Description
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Type
Short course
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Location
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Duration
2 Days
This practical course gives you a grounding in how to set about creating and positioning a brand, then planning how to take it to market.
Facilities
Location
Start date
Start date
Start date
Start date
Start date
About this course
After attending this seminar, you will be able to:
Discuss the fundamentals of brands;
Analyse the key components of brand equity;
Relate brand categories and image;
Categorise segments and positioning;
Precis how to select and manage brand identities;
Judge how to plan brand marketing strategies;
Categorise brand media strategies;
Summarise how brand associations are created
Anyone wishing to learn or refresh the building blocks of brand management. 25-35 year old junior/middle managers.
No pre-reqs.
Very high quality tuition, along with the best value pricing in the UK.
Email contact with information, telephone call if requested.
Reviews
Subjects
- Marketing
- Brand Management
- Image
- Equity
- Media
- Brand positioning
- Branding
- Online Marketing
- Positioning
- Advertising
- Brands
- Values
- Images
- Associations
- Categories
- Segments
Teachers and trainers (1)
James Graham
Senior Partner
James Graham is a practitioner and tutor specialising in analysing, formulating and executing strategy. He has experience of working in nearly 40 countries and has facilitated over 500 seminars since 2002, in Africa, Asia, Europe, the Middle East and North America, giving him a good appreciation of cultural differences and how to succeed in multicultural environments. His style is pragmatic and he is able to explain complex concepts in a way that is easy to understand. James was awarded a masters degree following studies at Nottingham Business School.
Course programme
Module One – Brand Fundamentals
- What is a brand?
- Brand v product comparison
- Brand architecture and examples
- Why do brands matter?
- What can be branded?
- Brand assets, brand strengths and brand values
- What is brand management?
Module Two – Brand Equity
- Definition of brand equity
- Providing a link from the past to the present and on to the future
- The crucial importance of building consumer knowledge/perception
- Creating brand equity through awareness, image and associations
Module Three – Brand Categories and Image
- How outstanding brands stand out
- Designing appropriate product category structures – using the CBS (Category Breakdown Structure)
- Key aspects of strong brands (performance, image, consumer judgments, consumer emotions, consumer rationale, brand significance, overall resonance with customer)
- The relationship between brand and customer equity
Module Four – Identifying Segments and Positioning
- The essentials of brand positioning
- Developing a strong position
- Identifying core brand associations
- Auditing brands
- Day Review
Agenda day 2
Module Five – Selecting and Managing Brand Identities
- Selecting appropriate brand identities – six key factors to consider
- Gambits to make the brand identity memorable
- Protocols for naming brands
- Logos, symbols characters and slogans
- Don’t forget the packaging
Module Six -Brand Marketing Strategies
- Taking a joined-up approach to designing brand marketing programmes
- Using personalization techniques to connect with the customer
- Developing an appropriate strategy for products
- Channel strategy
- Pricing strategy
- Value engineering
Module Seven – Brand Media Strategies
- Prospering in the New Media
- Advertising channels
- Promotional activities
- Media relations
- Sponsoring events
- Taking a joined-up approach to designing marketing communications
Module Eight – Brand Associations – the Driver of Success
- Working with brand associations
- The relationship between existing and new brand associations
- The relationship between brands and channels
- Geographic factors
- Brand alliances and co-branding
- The concept of ingredient branding
- Licensing brand elements
- Course Review
Additional information
Brand Management – Brand Positioning and Marketing