Brand Management

Day 1: Definitions and anatomy of brands

• The definition of a brand

• Reasons why brands matter

• A brief history of brands

• Difference between branding and marketing

• The challenges and opportunities of branding today

• Understanding branding

Day 2: Brand planning models

• The concept of customer-based brand equity

• Building customer-based brand equity

• Benefits of customer-based brand equity

• Three tools to facilitate brand planning

  • Brand positioning model

  • Brand resonance model

  • Brand value chain model

Day 3: The strategic brand management process

• The brand management process: a useful model

•  Developing brand vision

•  Establishing a brand position

•  Fulfilling brand contract

•  Brand communication

•  Brand metrics: measuring Robi (Return on Brand Investment)

  • The elements of the strategic brand management process

    •  Identifying and establishing brand positioning and values

    •  Planning and implementing brand marketing programs

    •  Measuring and interpreting brand performance

    •  Growing and sustaining brand equity

Day 4: Brand equity and identity

• Brand equity defined

• Elements of brand equity

  •  Brand loyalty

  •  Brand awareness

  •  Perceived quality

  •  Brand associations

• Designing brand identity

• Elements of brand identity

• Brand essence

Day 5: Building brand portfolios

• Branding philosophies

• Brand growth strategies

  •  New brand

  •  Flanker/fighting brands

  •  Line extensions

  • Brand extensions

• Successful and unsuccessful brand extensions

Brand evaluation

• Brand audit defined

• Brand audit techniques

• The brand audit questionnaire

• Reviewing the 'big idea'

• Evaluating advertising