Brand Management – Brand Positioning and Marketing

Stratexology LLP

Short course

In Victoria, Coventry, St Helens and another venue.

£ 501-1000

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Description

  • 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

Coventry (West Midlands)
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Gielgud Way, V2 2SZ

Start date

On request
Newton Mearns (East Renfrewshire)
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Little Greenlaw, Crookfur Rd, G77 6NE

Start date

On request
St Helens (Merseyside)
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Garswood Old Road, East Lancs Road, WA11 7LX

Start date

On request
Victoria (London)
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82-83 Eccleston Square, SW1V 1PS

Start date

On request

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.

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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

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

Agenda day 1

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

Price: ‎£995 (London) - ‎£895 Other areas

See related categories

Brand Management – Brand Positioning and Marketing

£ 501-1000

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