Brand management defines the strategic direction and internal disciplines required to create value for the organisation, its shareholders, its customers, and other key stakeholders. Across an interactive day you will build a ‘real world’ understanding of how to achieve brand leadership, articulate a brand’s essence, create a brand wheel, evaluate various brand architecture & portfolio options – for both intangible and tangible brand offerings.

Course Content

Day One

• Module 1 – Brand Leadership – Philosophy & Approach
• Module 2 – Brand Identity – Cornerstone of Brand Strategy
• Module 3 – Brand Building – Internal & External to the Organisation
• Module 4 – Brand Architecture – Getting the Team to Play Together

Your pre-course readings consist of a number of articles/papers. You are expected to read and think about the specific questions – before you attend the all day session. Being prepared will enable you to fully participate in small group and wider discussions, and thereby get much more out of attending the course.

Please note: throughout these sessions the presenter will provide current ‘branding’ examples and video case histories, and be seeking at least current, marketplace (if not his/her organisation) examples from each of the attendees.

Course Outcomes

At the end of this course participants will have:

1. A solid understanding of the key ‘branding’ concepts, methods and tools used by marketing practitioners;
2. Be able to more confidently engage in and contribute to ‘brand building’ projects, developments, and discussions.

Suitable for

Those directly or indirectly involved with ‘branding’ issues within their organisation (eg; Marketing, HR, Sales, Customer Service, Finance); those wishing to apply ‘branding’ principles to the development of their own business and/or career.

Reading