Modern Strategic Brand Management

Course Information

  • the date

24/02/2025

  • Duration

10 days

  • The city
  • Cost
  • Type

Online

Course details

Strategic brand management is meant to support companies in getting (or improving) brand recognition, boosting revenue, and achieving long-term business goals. Your brand defines and maintains your business's reputation and echoes your customers' expectations and experience. Your brand is what you offer to your customers - not just a product or service, for which there may be a number of other providers. A strong brand makes a business stand out in the highly competitive markets and allows you to sell your products or services at a premium.

Modern Strategic Brand Management training course is your guide to the world of strategic branding. Participants explore what branding is about and what makes certain brands different. We study the strategic branding process and how to identify a product's main features, benefits, and values.

You'll learn what positioning is, and study how to transform your team into brand ambassadors, and how to create a unique experience at every touchpoint. The course provides insights on brand equity and brand value as well as a formula to build your brand name and value both locally and internationally.

This training course is split into two modules:

MODULE I – Brand Management

MODULE II – Aligning Business, Brand and Behaviour

Each module is structured and can be taken as a stand-alone training course; however, delegates will maximize their benefits by taking Module 1 and 2 back-to-back as a 2-week training course.

في نهاية هذه الندوة التدريبية حول إدارة العلامة التجارية الاستراتيجية الحديثة، ستتمكن من:

فهم سبب أهمية العلامات التجارية وكيف تخلق العلامات التجارية القيمة
تحديد أفضل استراتيجيات العلامة التجارية بما يتماشى مع اتجاهات السوق الحالية والجديدة
استكشاف عناصر قيمة العلامة التجارية وتحديد كيفية بناء العلامات التجارية المستدامة
مناقشة كيف تعتبر العلامات التجارية أصولاً قيمة وكيف تعتبر الإدارة الدقيقة ضرورية في إنشائها وتطويرها
وصف كيفية تحديد قيم العلامة التجارية واختيار المواقف السوقية المناسبة
مناقشة التخطيط وإنشاء مبادرات التسويق وكيفية تحقيق ذلك على أفضل وجه
شرح كيفية إدارة أداء العلامة التجارية واتخاذ الإجراءات المناسبة
تعلم كيفية بناء العلامات التجارية من منظور تنظيمي واسع
تعلم كيفية قيادة تغيير الثقافة بقيادة العلامة التجارية مع ممارسات الموارد البشرية في الأساس (أي العلامة التجارية كرافعة وليس مجرد نتيجة)
تعلم كيفية بناء العلامات التجارية في الشركات متعددة العلامات التجارية، عبر الثقافات والجغرافيات
تعلم كيفية قياس صحة العلامة التجارية بطرق جديدة، أي داخليًا بالإضافة إلى خارجيًا

دورة تدريبية في إدارة العلامة التجارية الاستراتيجية الحديثة، مثالية لـ:
مديري العلامة التجارية
المسؤولين التنفيذيين للتسويق
مديري المنتجات
المسؤولين التنفيذيين الرئيسيين للحسابات، ومحترفي تطوير الأعمال، والمسؤولين التنفيذيين للمبيعات ومديري المبيعات
رجال الأعمال
أصحاب ومديري الشركات الصغيرة والمتوسطة

Course outline

MODULE I – Brand Managment

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

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

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

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

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

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