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Brand Management Workshop
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Sun Tzu "Art of War"

Brand Management Workshop

BACK GROUND
More and more firms and other organizations have come to the realization that one of the most valuable assets is the brand names associated with their products or services. In an increasingly complex world, individuals and businesses are faced with more and more choices but seemingly have less and less time to make those choices. The ability of a strong brand to simplify consumer decision making, reduce risk and set expectations is thus invaluable. Creating strong brands that deliver on that promise, and maintaining and enhancing the strength of those brands over time, is thus a management imperative.

OBJECTIVE

To increase understanding of the important issues in planning, implementation and evaluating brand strategies.
To provide the appropriate models and other tools to make better branding decisions.

COURSE OUTLINE

Introduction
- What is a brand – brand vs products.
- Do brands matter?
- Branding challenges and opportunities.
- Brand equity concept.
- The four steps in the Strategic Brand
- Management Process

Module 1 - Identifying & establishing brand positioning values
- Making a brand strong – brand knowledge
- Sources of brand
- The four steps of brand building
- The seven attributes of branding.
- Identifying and establishing brand positioning.
- Positioning guidelines
- Defining and establishing brand values.
- Internal branding.

Module 2 - Planning and implementing brand marketing programmes
- The six criteria for choosing brand elements.
- Options and tactics for brand elements.
- Designing marketing programmes to build brand equity – product strategy, pricing strategy and channel strategy.
- Integrated marketing communications to build brand equity.
- Leveraging secondary brand knowledge to build brand equity.

Module 3 - Measuring and interpreting brand performance
- Developing a brand equity measurement and management system.
- Measuring sources of brand equity: Capturing customer mindset.
- Measuring outcomes of brand equity: Capturing marketing performance.

Module 4 - Growing and sustaining brand equity
- Designing and implementing branding strategies
- Introducing and naming new products and brand extensions.
- Managing brands overtime.

METHODOLOGY
The workshop is conducted initially by the facilitator followed by participants brainstorming over issues where they will be broken up into teams, preferably of five per team. If necessary, videos will be screened during certain modules so as to amplify the substance of the topic which is in discussion at that time.

TARGET AUDIENCE
All senior managers of the company.

DURATION 2 Days