How to turn a product into a desirable brand

Branding

4.5
3 opinions
  • The course is most relevant in today’s ever evolving world. The outline takes into consideration contemporary industry needs and the trainers deliver same within real-life context. Every brand manager should attend this course.
    |
  • Small group size – excellent! Informal (non PPT) training style – excellent!
    |
  • The course is structured well enough. The insights provided met professional performance from the lecturers. Approach is positive either from the staff as well as from the course teacher.
    |

Training

In London

£ 790 VAT inc.

Description

  • Typology

    Training

  • Level

    Advanced

  • Location

    London

  • Class hours

    18h

  • Duration

    3 Days

Description

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.

Facilities

Location

Starts

London
See map
118a Kensington Church Street, W8 4BH

Starts

On request

To take into account

PR and communications professionals who want to build a brand or increase brand awareness through an effective social media communication.

Previous experience within PR is not a requirement. A key feature of our approach is that if you have a good education and commercial experience, you should be able to learn quickly. Our courses provide the important balance between theory and practice so as to enable a delegate to quickly understand what a modern PR and reputation practitioner has to deal with. The training materials and content are very practical and hands-on, designed for a delegate to apply the skills to the job at hand.

CPD Advanced Certificate

You will learn how a product is developed into a brand, an effective brand management strategy and how a brand builds trust and connects with customers through social media.

You will be contacted by a course advisor who will send you general information on the course and start dates and how to book your place. You will be encouraged to contact us back, in order that we can answer specific questions and provide you with the details you are looking for.

No.

Yes. LSPR is one of the largest providers of educational training globally. We currently have franchise operations in: Bosnia, Croatia, Czech Republic, Macedonia, Latvia, Malaysia, Poland, Russia, Serbia, Slovenia, Syria, Turkey and the USA. In Poland and the Czech Republic, LSPR works in conjunction with the National PR Associations, ZFPR in Poland and APRA in the Czech Republic. In addition, many of the PR agencies that we work with are ICCO members.

LSPR has been established since 1992 and has gained an excellent reputation globally. LSPR is approved and recognised by the CPD Certification Service. Furthermore, it is supported by the Centre for Crisis and Issue Management in London, a leading international think tank and consultancy that specialises in crisis management and corporate vulnerability/resilience. LSPR's Advisory Board acts as an independent control body to help monitor the quality of LSPR's work such as the setting and marking of the examination papers and project. We also have a significant client base: some of our clients have included: • Barclays Bank • BBC • BP • CBI (Confederation of British Industry) • Cartier • Channel 4 • Orange • Shell • Walt Disney Company LSPR is a recognised provider of training by the Embassy of the State of Qatar.

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Opinions

4.5
excellent
  • The course is most relevant in today’s ever evolving world. The outline takes into consideration contemporary industry needs and the trainers deliver same within real-life context. Every brand manager should attend this course.
    |
  • Small group size – excellent! Informal (non PPT) training style – excellent!
    |
  • The course is structured well enough. The insights provided met professional performance from the lecturers. Approach is positive either from the staff as well as from the course teacher.
    |
67%
4.6
excellent

Course rating

Recommended

Centre rating

Inimfon Etuk

4.5
22/04/2016
What I would highlight: The course is most relevant in today’s ever evolving world. The outline takes into consideration contemporary industry needs and the trainers deliver same within real-life context. Every brand manager should attend this course.
What could be improved: It would be even better if they created more scenarios and considered inclusion of site visit to a PR firm.
Would you recommend this course?: No

Nilo Lochikoski

4.0
22/04/2016
What I would highlight: Small group size – excellent! Informal (non PPT) training style – excellent!
What could be improved: Participants could be challenged more to think.
Would you recommend this course?: Yes

Pranvera Kasami

5.0
01/06/2015
What I would highlight: The course is structured well enough. The insights provided met professional performance from the lecturers. Approach is positive either from the staff as well as from the course teacher.
What could be improved: Nothing. It was a bespoke course.
Would you recommend this course?: Yes
Reviews gathered by Emagister & iAgora

Subjects

  • Brand Management
  • Public Relations
  • Branding
  • Brand Identity
  • Brand Architecture
  • Brand image
  • Niche branding
  • Social Media
  • Brand Terminology
  • Market Relevance
  • Brand Strategy
  • Media Relations
  • PR
  • PR skills
  • Press Communications
  • Corporate Reputation Management
  • PR training

Teachers and trainers (3)

Christopher Mason

Christopher Mason

Senior Trainer

Chris specialised in crisis communications planning and has 'hands-on' experience of dealing with news events of national and international interest. At the CAA he managed a programme of media training courses for key staff and during his time at the Metropolitan Police set up and ran a series of training exercises for Information Officers on COI media training courses. Throughout Chris’s career he has been responsible for training and mentoring a succession of new entrants to the PR profession and always found this to be a rewarding and enjoyable role.

Dalal Nageh

Dalal Nageh

Course Director and Trainer

Dalal is the LSPR Course Director and Senior Trainer in Corporate Identity and Sponsorship. During the Libyan revolution in 2011, Dalal was an advisor for a group of professionals who wanted to bring humanitarian assistance to the Libyan people. She also advised the Transitional National Council on message framing, stakeholder engagement, as well as developing awareness campaigns and helped draft press releases that were approved in the UK media and with the Prime Minister's Office in Downing Street.

John Dalton

John Dalton

Director of LSPR Worldwide and Senior Trainer

John has taught reputation management and related disciplines in over 30 countries. He is also the author of many books and has published countless business and economic articles. In 2012 John contributed to a major book on Reputation Management, published by Bloomsbury, along with some of the leading authorities in crisis and reputation management globally. In 2012 John also became Director of the Centre for Issue and Crisis Management, which acts as both a think tank and an advisory service to multinational corporations exploring global risks to their brands.

Course programme

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
  1. 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
  2. What is the overall brand strategy?
  3. The visual identity process: logo, naming, colour, design
  4. Psychological elements of visual identity
  5. Risk and issue analysis for new brand
  6. Types of brands and their needs – infrastructure – delivery, supply chain etc
  7. Pricing issues
  8. Brand communications and image control
  9. Website and control of messages and communications
  10. Why so many new product launches fail
Module Three: Strategic Considerations and Brand Equity
  1. What business are you in?
  2. The big picture – brand strategy
  3. Market profile; competitor analysis; customer segmentation; positioning strategy; brand promise and value proposition; behavioural targeting
  4. Why positioning is so critical to success
  5. Brand architecture
  6. Developing a social media strategy
  7. Stakeholder management of brands and risk profiles
  8. Protecting brand equity: online reputation management issues and SEO
  9. Definitions of brand equity and its importance to brand management
  10. 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
  1. The basics of brand communications
  2. How brands are reaching out to consumers via the Web and mobile platforms: role of Twitter and Facebook
  3. Why customer service and experience is becoming as important as the brand you sell
  4. Link with brand communications and overall strategy and objectives
  5. Brand architecture and communications: corporate brands
  6. 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
  7. Brand stories: the power of good brand narratives
  8. Communicating issues: engaging divergent stakeholders and NGOs
  9. Influence, reach and engagement: use of mobile platforms and apps
  10. Message development and brand loyalty
Module Five: Protecting and Sustaining Brand Equity
  1. The importance of intellectual property in brand management
  2. Names, registering logos, monitoring misuse and infringements
  3. Making brands hard to copy: building in intangibles and experiences
  4. Sustaining a brand long term: proximity with influencers
  5. The importance of innovation
  6. Growth through extension: benefits and dangers
  7. Brand revitalisation
  8. Open source innovation
  9. Redefining purpose and values
  10. Growth of neuro-marketing and its impact on branding
Module Six: Building Brand Experiences and CSR
  1. The importance of good memorable brand experience
  2. Building brand narratives
  3. From commodity to brand experience – what coffee can teach us
  4. Best practice in managing brand experience
  5. Co-creation of ideas
  6. Archetypes and branding
  7. Brand values and the growing influence of strategic CSR
  8. Brands with successful CSR strategies
  9. Embracing CSR as integral to the brand concept
  10. CSR brand metrics and reputation.

Additional information

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.

Branding

£ 790 VAT inc.