Programme Content
Module 1: The Power and Challenge of Branding
Understand what we mean by “brands” and how they add value
Distinguish how brands can both help and hurt a product’s proposition
Demonstrate the importance of building customer advantage
Module 2: Defining Your Brand: Targeting, Positioning, Character and Purpose
Assess the risks and benefits of designing products and services to appeal to everyone in a heterogeneous market vs. a hyper-targeted one
Apply the rules for picking a smart target market
Construct a positioning statement which captures a winning brand positioning
Determine whether a cause- or purpose-driven marketing approach could add a tailwind to the positioning
Module 3: Bringing Your Brand to Life: Brand Design and Touch Points
Develop personas to gain clarity on who your target customers are
Construct a meaningful customer journey for a product category and identify crucial touch points
Module 4: Building a Strong Brand Portfolio
Learn how to manage a brand portfolio together as a system and best practices for portfolio management
Examine the different options available when building a portfolio
Analyze whether you should launch a new brand or do a brand extension
Module 5: Managing Your Brands
Learn different methods for assessing brand health
Recognize the shortcomings of legacy brand tracking measures for measuring brand association networks
Apply the Awareness/Liking/Share model of Brand Tracking to diagnose key brand challenges and potential strategic solutions
Create a powerful and concise one page marketing plan that will garner support from management
Module 6: Brand Strategy Growth and Defense
Explain why most businesses have to grow to stay healthy
Construct a strategically-designed brand or line extension
Evaluate growth opportunities from both broadening a brand and tightening its focus
Analyze competitive threats and determine if and/or how you need to defend your brand
Create a strategic defense plan
