* All fees are exclusive of vat
** PREMIUM - Customize your learning experience
Course Description
How deeply have you thought about your brand? Is it intentional, or just an afterthought? What does each component—your logo, your website, your service, and even your culture—say to customers?
This 5-day course aims to provide you advanced information about what branding really is, how it works, and how you can build and maintain a more competitive brand.
Topics include:
- Explain the definition of a brand.
- Describe the purpose of a brand.
- Identify the purpose of a brand strategy.
- Summarize the steps for creating a vision statement.
- Determine the purpose of a touchpoint.
- Distinguish between two types of brand detractors.
- Recall the elements necessary for achieving high brand equity.
What Do Participants Learn?
Who Should Attend?
- Directors and managers
- Marketing professionals
- Brand makers
- Executives
- Those who would like to develop and enhance their marketing skills
What Will the Learning Experience Include?
Phase: 1
Introduce
- Comprehensive pre-program activities include:
- Web-based information forms & surveys completed by attendee.
- Direct consultation with the attendee about the expectations.
- During the training, participants engage in data, activities, and conversations that lead to insight and knowledge.
- Participants learn from expert trainers who have both academic and business experiences.
- Highly applicable training content & instructive activities for adding depth to training topics.
- **A half-day site visit for integrating the experience & plan next steps. Opportunities to provide connections, ideas & support.
Phase: 2
Explore & Practice
Phase: 3
Apply
- Apply & sustain the learning experience by using this ongoing support:
- To ensure participant has new skills or behavior progress.
- Optional, fee-based mentoring & coaching with the trainer.
- Training materials & additional documents (e-books, pdf files, presentations and articles)
- Evaluate your training experience by giving us feedbacks and help us to reach our organizational goals.
- Participant's Evaluation
- Trainer's Evaluation
Phase: 4
EVALUATE
Section One: Introduction to Branding
- What do we mean by Branding?
- What is the Purpose of a Brand?
- What makes up a brand?
- What is the brand system?
- Elements of a brand: logo block, strapline, typefaces, typography, colors, the tone of voice, photographic style, grids
- A-Z steps for building a brand: researching markets, finding a niche, putting your culture and identity into words, creating the brand manual, explaining the brand to different audiences, keeping your brand alive
- Create a brand strategy
- Frame of Reference
- Conduct an internal brand audit
Section Two: Branding Mix
- How and when to use the tools: advertising, sales promotion, public relations, direct marketing, personal selling
- Choosing between the different medium: broadcast, print, outdoor, digital, social media, in-store
- Co-ordinating and integrating marketing communication activities
- Insights into media planning and buying
- Developing effective messages using the different types of appeals
- Creating content audiences pay attention to and understand
Section Three: Brand Development & Brand Experience
- More complex branding decisions: naming families, positioning, extensions, multi-branding, repositioning
- Defining a unique selling proposition
- Creating a Vision Statement
- Identifying Brand Personality
- Evaluating Brand Visuals
- Selecting Brand Colors
- Evaluating Brand Language
- Reproducing the brand: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles
Section Four: Brand Management
- The people aspects: finding champions to keep you on-brand, persuading customers to pledge loyalty to your brand, defending against internal and external threats
- The influence of touchpoints
- Branding through storytelling
- Exploring your customer journey
- Internal Brand Culture
- Winning support from key internal personnel for implementation
- Brand Responsibility
- Presenting the challenges you will face implementing your plan, for feedback and support
Section Five: Brand Loyalty & Validation
- Net Promoter Score
- Brand Promoters
- Brand Detractions
- What is Brand Equity
- How to Measure Equity
- Putting all together
- Best Practice Branding Case Studies
- Conclusion
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