Strategic Brand Management

Course date: 07/09/2020 to 18/09/2020 Duration: 10 Days Course fee: USD 1,600, KES 130,000

INTRODUCTION

A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate those of the competition. The essence of formulating competitive strategy is relating a brand to its environment. Although the relevant environment is very broad, encompassing social as well as economic forces, the key aspect of the brand’s environment is the industry or industries in which it competes. Therefore, the goal of competitive strategy for a brand is to find a position in the industry where the brand can: 1) articulate a compelling value proposition, 2) defend itself against competitive forces and influence them in its favor and 3) leverage communication resources to sell the brand message and build brand equity. In this course, participants will examine how a favorable brand and memorable brand experiences can influence a firm’s ability to withstand competitive pressures and thrive in dynamic market conditions. They will study brand management from the consumer perspective to highlight the importance of customer perceptions in bringing brands to life and the role of brand knowledge in building brand equity. Participants will become acquainted with cutting-edge frameworks, concepts and tools that have been adopted across industries and around the globe to build lucrative brand franchises. Additionally, participants will consider the role of marketing communication vehicles and platforms in effective brand management.

 

 

DURATION

10 Days

 

COURSE OBJECTIVES

By the end of this training, participants will be conversant with the following:

        The concept of Strategic Brand Management and its importance, relevance and advantages

        The concept of brand equity and brand value and how to measure it

        The lifetime value of brand loyalty

        The brand identity development process and brand positioning

        How to craft a brand positioning statement and value proposition

        How to reach, create and communicate a positioning map

        How the three brand components of identity, image and personality are built over time

        The launch process for a new brand, the most effective media choices for the introductory campaign and how to track the market penetration of a new brand

        The main growth strategies of established brands and their importance, advantages and influences

        How brand architecture establishes the optimal inter-relationships of brands within a single company

        The process of brand extension and the degree to which a brand can be extended

        How umbrella brands work, how co-branding works and when to shift to a new brand

        The concept of global brands, how brands adapt to foreign markets and the role the internet plays in brand globalisation

        The risks and benefits of foreign brand licensing and the differences between brand equity at home and abroad

        The brand acquisition process, its strategy, influencing factors and the way a firm structures its brand portfolio

        How the same components that build product brands can be applied to national brands and personal brands

 

COURSE OUTLINE

Module 1

The Concept and Process of Strategic Brand Management:

        Understand why brands have become so important today

        Learn about brand identity, image and personality

        Explore how brands reduce consumers’ perceived risks

        Explore how brands are used for self-expressive purposes

        Learn about the competitive advantage of strong brands

 

Module 2

The Concept of Brand Equity:

        Learn about the “pyramid” from brand awareness to brand loyalty

        Discover how consumer allegiance to a brand becomes the brand’s “equity”

        Learn how revenues from this equity become the brand “value” to the firm

        Learn how to measure brand equity and brand value

        Learn about the lifetime value of brand loyalty

        Understand the trade-off between reach and depth

 

 

Module 3

The Brand Identity Development Process and Brand Positioning:

        Learn how to craft a brand positioning statement and value proposition

        Understand how to reach and create a positioning map

        Understand why brand position and brand image are not the same

        Describe how innovation can disrupt the positioning map

        Know which media channels to use to communicate the position

        Discover how social media accelerates word-of-mouth

 

Module 4

The Three Brand Components of identity, Image and Personality:

        Learn how the three brand components are built over time

        Understand how the brand name, brand logo, brand slogans, and spokesperson fit together

        Understand the launch process for a new brand

        Choose the most effective media choices for the introductory campaign

        Learn how to track the penetration process of the new brand

 

Module 5

The Growth Strategies of Established Brands:

        Learn about the main growth strategies of established brands

        Discover how loyalty programmes help, maintain and grow brand allegiance

        Understand the important branding role of corporate social responsibility

        Discover how competitive position influences the choice of strategy

        Know when a brand should respond to a low-price private brand attack

        Learn how to fit the media mix into the brand personality

 

 

Module 6

The Importance and Function of Brand Architecture:

        Discover how brand architecture establishes the optimal inter-relationships of brands within a single company

        Understand why a strong brand can support the acceptance of a new product

        Learn how to assess the degree to which a brand can be extended

        Understand how umbrella brands work

        Know what to look for when researching potential extensions

        Understand how a brand extension can help to increase parent brand equity

        Understand how co-branding works

        Know when to shift to a new brand

 

Module 7

Field trip

 

Module 8

Brands Adaptation In Foreign Markets:

        Understand how the Internet has made almost all brands “global”

        Describe how companies have tried to adapt brand names and logos to foreign markets

        Learn about the risks and benefits of foreign licensing (including franchising) of the brand

        Understand why the strongest brands are almost all global brands

        Understand why consumers in advanced economies tend to prefer local brands

        Discover how counterfeits can dilute the equity of top global brands

        Learn why success abroad may or may not mean increased brand equity at home

 

 

Module 9

Brand Acquisition and Divestiture:

        Understand why a company decides to acquire a brand

        Discover why brand acquisitions are common even if expensive

        Know when to change and when to keep the acquired brand name

        Understand why sometimes even weak brands are acquired

        Discover how firms structure their portfolio of brands

        Learn how to decide which brands are most important strategically

        Know when to rebrand or divest a failing brand

 

 

Module 10

The Application of Product Brand Components to Nation Brands and Personal Brands:

        Understand how the same components that are used to build product brands can be applied to nations, as well as, personal brands

        Describe the components of a nation brand

        Learn how personal branding can help individuals to set goals for themselves

        Discover how experiential branding grew out of service branding

        Learn how consumers have come to love their favourite brands

        Understand why social media might be enough as a sales channel

        Discover how simplicity and design come together in today’s leading brands

 

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TRAINING CUSTOMIZATION

This training can also be customized for your institution upon request. You can also have it delivered your preferred location.

For further inquiries, please contact us through Mobile: +254 732 776 700 or Email: training@fineresultsresearch.org

 

REQUIREMENTS

Participants should be reasonably proficient in English.  During the trainings, participants should come with their own laptops.

 

TRAINING FEE

The course fee covers the course tuition, training materials, two break refreshments, lunch, and study visits.

 

ACCOMMODATION

Accommodation is arranged upon request. For reservations contact us through Mobile: +254732776700

or Email: training@fineresultsresearch.org

 

PAYMENT

Payment should be transferred to FineResults Research Limited bank before commencement of training. Send proof of payment through the email: training@fineresultsresearch.org

 

CANCELLATION POLICY

        All requests for cancellations must be received in writing.

        Changes will become effective on the date of written confirmation being received.

 

 

 

 

Course Date: 07/09/2020 to 18/09/2020 Duration: 10 Days Course fee: USD 1,600 , KES 130,000
Call us on +254 732 776 700/ +254 759 285 295
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