How You Will Benefit

Discover what brand marketing is , why branding is more than a logo , tools to develop your brands, how to create your branding campaign , strategies for branding , how to exploit your brands for growth and much more on this brand marketing skills 'small group' training workshop.

Course Overview

An Introduction to Brand Marketing

• What is a brand?
• Why a brand is much more than a logo
• Types of branding used today
• The 9/10ths rule of branding

Brand Positioning

Case Studies: Department Stores, Motor Cars, UK High Street

Why Brand Management?

• The importance to company value
• Strategic implications
• How brands drive growth

Tools for Developing Corporate and Individual Brands

• Brand Opportunity Tree
• Brand Conversion Model
• Brand Positioning Analysis
• Sixty Seconds Brand Test
• Brand Circle

Case Studies: Cadburys Dairy Milk, Easy Group, After Eight

Your Branding Pyramid

• Brand Vision
• Brand Mission
• Brand Proposition
• Brand Character
• Brand Values

Case Studies: Direct.gov.uk; Ikea; Glasgow Caledonian University; Health & Safety Executive

Branding Campaign Planning

Re-branding Considerations and Case Studies

Brand Architecture Model

• How to structure your brands
• Company Brand
• Company + Product
• Brand Family

Brand Extension

• T he good, the bad, and the ugly of brand development

Case Studies: Fairy; Mr Muscle; Flash

A 5-stage Process for Brand Management

• A strategic process to use in your business