Brand Management: Creating What Makes You Stand Out
About This Course
This course aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands.
It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.
Learning Objectives
Can create a value proposition for a brand
Learn how to produce meaningful and engaging content.
Develop a complete creative pitch.
Examine Branding activities through the lens of Customer Experience.
Using a systematic approach to strategic brand management
Choosing tactics for developing and naming new brands
Determining where your brand(s) fits in the market
Developing and retaining brand equity
Choosing the best brand positioning in the market
Developing successful brand marketing strategies
Choosing viable pricing and channel strategies
Analyzing brand connections and selecting internal/external methods to capitalize on them
Requirements
- For a smooth learning experience (Online Courses), participants must have basic computer skills and a computer with a reliable Internet connection and speakers.
- Participants are expected to have a basic knowledge of brand management in the public or private sector and a solid command of the English language. While not compulsory, it is recommended that learners have completed a bachelor degree in a relevant discipline.
Target Audience
- Brand Managers
- Marketing Executives
- Product Managers
- Key Account Executives, Business Development Professionals, Sales Executives and Sales Managers
- Entrepreneurs
- Small to Medium Enterprise (SME) owners and Managers
- Directors and managers
- Marketing professionals
- Brand makers
- Executives
- Marketing practitioners
Curriculum
Section One: Introduction to Brand Management
Definitions and Terminology
How do brands add value to an organisation?
How to link the brand to the organization’s mission, vision, values, and purpose?
Brand Identity and Brand Image
Brand Assets, Brand strengths, Brand Purpose and Brand Values
Brand Management, Definition of Brand Equity
How excellent businesses stand out with brand equity through awareness, image, and associations
Section Two: Developing a Brand That Stands Out
Section Three: Brand Equity and the Consumer
Section Four: Brand Marketing & Performance
Section Five: Keeping the Brand Equity Alive Over Time
Free
Material Includes
- Videos
- Delegates who successfully complete this training course will be awarded a LEEX Certificate of Completion.
- Course Slides
- Additional Materials (Case study, etc.)
