Marketing Communications and Brand Management

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Why Attend

Marketing Communications and Brand Management starts with understanding the core concept of “brand.” This involves developing a promise, consistently delivering on it, and maintaining its integrity over time. Successful branding encompasses defining the brand, positioning it effectively, and ensuring its delivery meets or exceeds expectations.

A strong brand fosters customer loyalty, sets your products apart from competitors, and enhances your business’s quality perception.

In this intensive 3-day program, McTimothy Associates empowers participants with the essential knowledge and practical skills to build, communicate, and manage exceptional brands. This course is designed to help organizations achieve branding success and elevate their market presence.

Event Date: 20/02/2025 – 22/02/2025

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Overview
Course Outline

Course Outlines

Day One

How Marketing Communication Works?

The communications process
How audiences process information and make decisions
Establishing and maintaining successful stakeholder relationships
Above and below the line activities
Ethics, responsibility and codes of practice
Understanding global audiences and communication challenges
The Marketing Communications mix
How and when to use the tools: advertising, sales promotion, public relations, direct marketing, personal selling
Choosing between the different medium: broadcast, print, outdoor, digital, social media, in-store

Day Two

The Marketing Communications mix (Cont.)

Co-ordinating and integrating marketing communication activities
Insights into media planning and buying
Developing effective messages using the different types of appeals
Creating content audiences pay attention to and understand
Managing Marketing Communication Programmes and Campaigns
Selecting between the different marketing communication strategies
Frameworks for planning communication activities
Developing advertising and sales promotion campaigns
Developing public relations and direct marketing campaigns
Finances: forecasting expenditure and allocating budgets
Metrics and evaluating the effectiveness of communication activities

Day Three

Developing and Managing Brand Identity

Elements of a brand: logo block, strapline, typefaces, typography, colours, tone of voice, photographic style, grids
A-Z steps for building a brand: researching markets, finding a niche, putting your culture and identity into words, creating the brand manual, explaining the brand to different audiences, keeping your brand alive
More complex branding decisions: naming families, positioning, extensions, multi-branding, repositioning
Reproducing the brand: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles
The people aspects: finding champions to keep you on-brand, persuading customers to pledge loyalty to your brand, defending against internal and external threats
Best practice branding case studies