Objectives
- Ensure the success of organization, product or service through careful attention to brand imperatives.
- Craft a powerful brand positioning statement that reflects the brand promise and the expectations of their most valued customers.
- Build a fully aligned, brand-focused operation.
- Measure brand equity, track it and maximize it.
- Master the branding process and conduct a full brand audit.
- Avoid the dangers and pitfalls of ignoring the laws of branding.
Content
Definitions and Anatomy of Brands
- What is a Brand
- Why Do Brands Matter
- A Brief History of Brands
- The Challenges and Opportunities of Branding Today
- Understanding Branding
Brand Planning and Management
- The Concept of Customer-Based Brand Equity
- Building Customer-Based Brand Equity
- Three Tools to Facilitate Brand Planning
- Brand Positioning Model
- Brand Resonance Model
- Brand Value Chain Model
- Brand Management Elements
- Developing Brand Vision
- Establishing Brand Position
- Fulfilling Brand Contract
- Communicating Brand Position
- Measuring RoBI (Return on Brand Investment)
The Strategic Brand Management Process
- The Branding Process: Some Useful Models
- The Elements of the Strategic Brand Management Process
- Identifying and Establishing Brand Positioning and Values
- Planning and Implementing Brand Marketing Programs
- Measuring and Interpreting Brand Performance
- Growing and Sustaining Brand Equity
Brand Equity and Identity
- Brand Equity Defined
- Elements of Brand Equity
- Brand Loyalty
- Brand Awareness
- Perceived Quality
- Brand Associations
- Creating a Brand Identity
- Brand Vision
- Brand Contract
- Brand Stories
- Brand Communication
- Brand Metrics
Building Brand Portfolios
- Branding Philosophies:
- The Branded House
- Sub-Brands
- Endorsed Brands
- The House of Brands
- Brand Growth Strategies
- Flanker/Fighting Brands
- Line Extensions
- Brand Extensions
- Successful and Unsuccessful Brand Extensions
- The Various Types of Brand Architecture: Product-Brand, “Branduit,” Range Brand, Umbrella Brand and Endorsement Brand
Brand Evaluation
- The Brand Audit Questionnaire
- Reviewing the “Big Idea”
- Evaluating Advertising
