Course Info
Code IND11-102
Duration 5 Days
Format Classroom
Course Summary
A strong, unique brand image is an essential element for any organisation to differentiate itself from others in the market. This differentiation also helps in building a good relationship with customers. If they feels that they share the same value with the brand, they will be loyal to it and more attracted.
This Brand Management & Corporate Identity course will provide practical tools and skills to strategically manage corporate identity and product or services brands.
- Develop Strategic support for the brand from all stakeholder including executives, employees, customers, influencers and the media
- Use the key elements of branding to create or refresh a brand
- Explain the benefit of branding and how to create positive identity and how to repair a damaged reputation
- Explain how brand performance can be monitored over the time and recommend appropriate action when needed
- Describe how to determine brand values and select appropriate market positions
- Discuss why brands are valuable assets and how to be careful managing their creation and development
- Marketing managers, directors and executive
- PR managers and executives
- Business Owners
- Entrepreneurs
- Communication managers and directors
- Brand manager
- Product manager
This highly interactive course combines presentations, expert lectures, discussions, case studies and interactive activities such as quizzes, brand design reviewing and Q&A sessions.
Participants are encouraged to reflect based on their own experiences and culture.
Course Content & Outline
Section 1: Introduction, Why do brands matters?
- What is a brand? brand vs product comparison
- The Importance of branding and what can be branded
- What should a brand include?
- Brand management and Brand equity
- How to brand add value to an organisation?
Section 2: Creating an Effective Brand
- Brand's identity elements, six key factors to consider, gambits to make the brand identity memorable
- Key criteria for a branding strategy
- linking brand to the organisation’s mission, vision, values and purpose
- Main features for strong brands
- Connecting brand to the past, present and the future
Section 3: Brand Marketing
- Succeed in the new media, social media, advertisement and promotional activities
- Licensing
- Events sponsoring
- Running launching events for the brand, while ensuring consistency
- Creating relationships between existing and new brand associations
- Creating branding communication plan for different audience
- Developing brand financials, a brand as an asset
- The relationship between brands and channels, geographic factors, brand alliances and co-branding
Section 4: Protecting brand equity over the time
- Monitoring customer experience and perception of the brand, and what is being said on the media about the brand
- Consider introducing new products to the brand, what are the pros and cons of brand extensions
- Knowing when to refresh the brand to reflect changing business strategy and environment
- Introducing new market segments, introducing new regional/continental markets, international considerations, building global brand equity
- Prospering in the New Media, advertising channels, promotional activities, media relations, sponsoring events, designing marketing communications
Section 5: Developing support for the brand
- Recruiting brand ambassador (Celebrities, employees, fans and bloggers)
- Finding brand champion from the leadership team that resonate with customers and potential customers
- Logos, symbols characters, slogans and packaging
- Developing an appropriate strategy for products, channel strategy, pricing strategy and value engineering
- Proving the brand’s worth to shareholders using the international standard ISO 10668
What Is Corporate Brand Identity and Why Does It Matter?
Explore the intricacies of corporate identity and branding, from defining core values to crafting a unique visual identity. Discover why it's vital for trust, talent, and differentiation.
Explore the intricacies of corporate identity and branding, from defining core values to crafting a unique visual identity. Discover why it's vital for trust, talent, and differentiation.
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