Introduction
The power of brands has increased enormously in the past 25 years, Apple®, Google®, Microsoft®, Amazon® and Facebook® have combined annual revenues in excess of $800 billion and previously defunct brand names such as Blaupunkt® and Akai® have been revived – because brands sell products and services, to consumers and to businesses.
This GLOMACS Strategic Brand Management training seminar will provide you with the fundamental understanding of how to manage your brands strategically, as well as providing a useful set of tools and techniques to help you achieve your goals.
This training seminar will highlight:
- First principles of strategic brand management - what is a brand, brand management, types of branding
- Assessing and creating brand positioning and values - building a customer-based brand equity and getting the positioning right
- Planning and creating brand marketing initiatives - identifying the building blocks, designing marketing programs, leveraging marketing communications, leveraging the power of brand associations
- Monitoring and decoding brand performance - creating a process to assess performance, understanding customer perception and measuring performance in the marketplace
- Nurturing and maintaining equity - analyzing, formulating and executing brand strategies, introducing new products, extending the brand, naming new products in line with the brand, recognizing and exploiting new market segments, introducing new regional/continental markets and dealing with international considerations
Objectives
At the end of this GLOMACS training seminar, you will learn to:
- Debate how brands are valuable assets and how careful management is essential in their creation and development
- Describe how to determine brand values and select appropriate market positions
- Discuss planning and creating marketing initiatives and hos this is best achieved
- Explain how brand performance can be managed and appropriate action taken
- Analyze how to develop brands through brand/category extensions and consider whether market diversification is appropriate
Training Methodology
This course will be highly interactive and feature expert lectures, discussions, case study analysis, financial analysis, brand design reviews, video presentations, quizzes, designing surveys, reviewing a brand architecture, creating a simulated brand extension and reviewing the balance of a simulated product portfolio.
Organisational Impact
Attending this GLOMACS Strategic Brand Management training course, the participants will return to their organizations with a broader understanding of how strategic brand management activities support business objectives, including:
- Adopting a structured approach to strategic brand management
- Creating and maintaining brand equity
- Selecting the right brand positions in the market
- Creating effective brand marketing campaigns
- Choosing viable channel and pricing strategies
- Analyzing brand associations and choosing internal/external strategies to exploit these
Personal Impact
This GLOMACS training course will help the participants to strengthen their strategic brand management capabilities, including:
- Undertaking end to end strategic brand management
- Choosing strategies to create and name new brands
- Assessing where your brand(s) fit in the marketplace
- Selecting strategies to take your brand to market and defend its position
- Setting up direct and/or indirect channels to market, as appropriate
- Leveraging brand associations
Who Should Attend?
The training course will provide valuable benefits for a broad range of people who are involved in brand and marketing management, including (but not limited) to:
- 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