Course Methodology

The course involves a variety of case studies and exercises to develop the right skills needed to become a successful branding professional. Group presentations and self-assessment tools will also be used for the same purpose.

Course Objectives

By the end of the course, participants will be able to:

• Define brands and understand the opportunities and challenges facing them in highly competitive business landscapes.
• Plan and craft a powerful brand positioning statement that reflects the brand’s promise and the expectations of its most valued customers.
• Build a strategic brand and track its growth and sustainability using researched processes.
• Explore the elements of brand equity and the constituents of brand identity to build consistent and sustainable brands.
• Identify various brand strategies to come up with sound actions aligned with the status of existing and new markets and products.
• Master the process for conducting a full brand audit to evaluate brand performance and take remedial actions.

Target Audience

This course is targeted at managers and marketing personnel who wish to learn to interpret the potential effects of various brand strategies and tactics and assess the value of any type of brand. This course is also ideal for marketing professionals who would like to strengthen, develop and enhance their strategic marketing skills and obtain the highest return on investment (ROI) from managing their organization’s brand.

Target Competencies

• Creating brand report cards
• Brand management
• Creating brand value
• Crafting brand identity
• Designing brand equity elements
• Conducting brand audits
• Developing brand strategies