Strategic Brand Management

Overview

A comprehensive and contemporary course on brand management that reveals, through practical exercises and world-class examples, how to use brand strategy to create a successful brand. The course takes a holistic view of branding from brief to creation and implementation. Delegates will consider the importance of determining the personality and character of the brand and how it influences the customer experience through employees and external audiences. Each delegate will be asked to plan, create and present their own brand during the course.

Who should attend?

The Strategic Brand Management course provides an interconnected understanding of brand strategy and business strategy. This two-day course provides delegates with insights and tools to maximise their organisations most precious asset – their brands value. A course for marketing executives, marketing managers, marketing directors, business owners, graphic designers and design managers from start-ups to established enterprises.

Learning outcomes

• What is a brand and benefits of branding
• Brand value: valuing the intangible 
• Brand focus: brand architecture / brand archetypes
• Brand strategy: key branding criteria
• Brand culture: the ideas, customs, and social behaviour of the branded organisation
• Brand design: the value of design / brand audit / creative brief
• Brand identity: the essential elements of identification
• Brand experience: brand touchpoints / brand touchpoint mapping / social media
• Employer branding: the benefits of a strong employer brand / brand champion / brand ambassador
• Brand standards: brand guardian / brand book / brand guidelines
• Brand protection: intellectual property / new revenue streams
• Brand delivery: brand launch