Branding

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

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

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

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

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

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.