Modern Strategic Brand Management

Day 1

Introduction, Brand Position and Brand Values

• Definitions - brand, brand v product comparison brand architecture and examples
• Why do brands matter, what can be branded, Brand assets, brand strengths and brand values
• What is brand management, definition of brand equity, Providing a link from the past to the present and on to the future
• The crucial importance of building consumer knowledge/perception
• Creating brand equity through awareness, image and associations, how outstanding brands stand out
• Designing appropriate product category structures – using the CBS (Category Breakdown Structure)
• Key aspects of strong brands (performance, image, consumer judgments, consumer emotions, consumer rationale, brand significance, overall resonance with customer), the relationship between brand and customer equity

Day 2

Brand Equity and the Consumer

• The essentials of brand positioning, developing a strong position, identifying core brand associations, auditing brands
• Selecting appropriate brand identities – six key factors to consider, gambits to make the brand identity memorable, protocols for naming brands
• Logos, symbols characters and slogans, don’t forget the packaging
• Using personalization techniques to connect with the consumer
• Developing an appropriate strategy for products, channel strategy, pricing strategy and value engineering
• Taking a joined-up approach to designing brand marketing programs, using personalization techniques to connect with the customer and developing an appropriate strategy for products

Day 3

Brand Marketing

• Prospering in the New Media, advertising channels, promotional activities and media relations
• Sponsoring events and taking a joined-up approach to designing marketing communications
• Working with brand associations, the relationship between existing and new brand associations
• The relationship between brands and channels, geographic factors, brand alliances and co-branding
• The concept of ingredient branding
• Licensing
• A brand as an asset, developing brand financials, e.g. return on investment, future cash flows, net present value
• Establishing the brand value chain

Day 4

Brand Performance

• Assessing brand performance
• External environment analysis
• Supporting brand audits with focused tracking surveys
• Using research to identify customer perception of brands, qualitative research methods, quantitative research methods
• Assessing customer attitudes to brands, brand based comparative methods and marketing based comparative methods, conjoint analysis – pros and cons
• Residual based methods and valuation-based methods
• Brand strategy, brand architecture and developing a hierarchy of brands
• Building brand equity

Day 5

Maintaining Brand Equity

• Introducing new products to the brand, The pros and cons of brand extensions
• Considering potential customer perceptions of brand extensions, designing brand extensions
• Naming brand extensions for maximum impact
• Managing brands over an extended period of time
• Balancing the brand portfolio to reflect changing business strategy and environment, refreshing tired brands, developing acquisitions and divestments
• Introducing new market segments, introducing new regional/continental markets, international considerations, building global brand equity
• Prospering in the New Media, advertising channels, promotional activities, media relations, sponsoring events, designing marketing communications

Day 6

Aligning Business, Brand and Behaviour

Day 7

Brand Purpose & Experience

• Traditional notions of branding
• Changing market conditions for brands;
• A new approach to branding.

Day 8

Brand Design & Delivery

• Brand experiences as the basis for differentiation;
• How to design brand experiences, as different from products and services;
• Pricing as a differentiating brand experience.

Day 9

Brand Leadership and Alignment

• Aligning the strategies for business, brand and behaviour;
• Strategic brand portfolio alignment;
• Delivering global brand alignment.

Day 10

Brand Practices & Engagement

• How to design human resource brand best-practices;
• A model for engaging employees with the brand;
• The ABCs of behavioural change.