Marketing the Brand

A great brand provides an organisation with a unique identity based on shared values that customers are proud to identify with and to invite into their lives. It’s a unique and permanent differentiating device.

The course is designed to give brand managers the confidence in their ability to use the tools of branding to revitalise a brand, develop a new one or manage a brand portfolio. The result will be improved profit potential and long term equity growth.

Confidence and skill in building and managing brands is highly valued. This course has been widely attended by brand managers from many leading brands world-wide who have benefited from an insight into the theory and practice of branding as well as peer group learning and access to the latest case studies.

Brands are often the most valuable asset an organisation owns and this course offers numerous techniques to build on this value now. Successful branding relies on clever thinking rather than big budgets and the course examines how this is achieved with current examples and cases.

Suitable for experienced professionals looking for new ideas and also for less experienced marketers looking for practical insights into how world-class brands sustain their success.

Brand and assistant brand managers and executives with responsibilities for brands. Business experience is valued but a theoretical background in marketing is not necessary.

The course is an opportunity to work with the tools of branding using up-to-the-minute cases brings the course to life adding relevance and focus to the required competencies. The following tools and concepts are covered:

• The nature and definition of brand equity. Terminology and the anatomy of brands. Dissecting brand identity and image to uncover their value and to identify opportunities for growth.
• Strategies for growth and revitalisation. Trends and key issues,
• Auditing the brand, the market and its competitors. Exploring and analysing channels to market.
• Defining positioning and developing a successful brand plan. .
• Developing a value curve and identifying key drivers.
• Communications planning and evaluation of strategy.
• Measurements for success. Introducing planning and measurement templates.

The course is interactive and fun with numerous examples and case studies.