The Art and Science of Brand Building (HALF DAY, TWO-DAY)

While Brand equity is an intangible asset, it is the single largest component of your market capitalization. Brand equity is the added value that a brand brings to a product or service beyond the functional benefits provided by the product itself. Consumers love brands because they offer an extra value - that is, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product. Major asset categories are: brand name awareness, brand loyalty, perceived quality, and brand associations. However, many companies have no process or plan for building brand equity.

This workshop is devoted to how branding, properly planned, developed and implemented, can contribute to both a sustainable corporate advantage and an increase in shareholder value. Participants will delve into the fundamental techniques and building blocks that create a powerful and profitable brand. You will learn a process for effective brand building, the rationale behind each step and why each step in the process is crucially important. The course will also explore issues that arise after a brand has been successfully developed and launched, include measuring success, determining brand architecture, developing brand extensions and globalizing a brand. Participants will gain practical experience by working on a relevant case history with their classmates.

And because a strong brand impacts everything from the ability to recruit top talent to opportunity to grow the bottom line, there is little wonder why more and more attention is being paid to measuring and managing brands as assets.

Who is This Course For?

All managers responsible for their firm's marketing, brand or divisional business who are ready to take it to the next level. It's also for those new to managing marketing, including brand managers and assistant brand managers.

Key Takeaways

How to generate a disciplined process that guides nurturing long-term brand health.
How and why creating a clear shared brand vision is important - then how to turn that vision into a brand equity plan guided with metrics.
Learn how to create a long-term brand equity development plan including the elements and specific activities aimed at delivering brand equity goals.
Be able to identify sources of brand equity.
Utilize brand associations to manage brand identity.
Identify how direct and indirect distribution channels can influence brand equity.
Select promotional options that can impact brand equity.
Use appropriate marketing mix components to build brand equity.
Identify the stages for developing brand equity.

Suggested Half-day Workshop Options

Option 1: Modules 1,2,3
Option 2: Modules 1,4,5

*The training agenda for any on-site program is finalized following a discussion with the training instructor to ensure it is relevant for your team.

Training Module*	Takeaway*
1. Understanding the Consumer	The customer is "Boss" Customer segmentation, need for focus Consumer centricity - vital to brand building Brand promise drives increased loyalty.
2. Developing the promise	Brand promise defined Brand promise, building blocks. How brand promise provides competitive insulation; Components of a brand promise (points of parity vs. difference, reason to believe)
3. Shaping Your Brand's Unique Identity	Why creating a unique brand identity is essential to separate your brand from competition; The power of names, colors, logos, symbols, Criteria for developing names, symbols
4. Persuading Powerfully	Emotion is a powerful communication devise; The Triune Brain theory How the human brain receives messages Methods to communicate including (sound, pictures, symbols) Archetypes and storytelling
5. Evaluating Consistency	The importance of consistency in brand messaging, and all customer touchpoints Messaging consistency best practices why message consistency drives marketing effective and efficient Focused, emotional message highly relevant to primary target
6. Measuring Brand Equity	What is brand equity, how can it be measured, why do you want to grow it Building brand equity marketer's primary job Measuring brand equity Building a brand equity dashboard
7. Determining Brand Architecture	The structure of brands within an organizational The way in which brands within a company's portfolio are related to, and differentiated from, one another How corporate brand and sub-brands relate to and support each other. Understand how a family of brands relate to one another, Brand architecture for product lines; differentiate by segment, price point, etc.
8. Extending the Brand	Growth through brand extension Identify opportunities to extend your brand's domain (size) Look at your brand from a different perspective to find new growth opportunities. Add to your brand portfolio, Organic growth strategies, identify the right one.
9. Globalizing the Brand	Why global brand expansion Global brand exception not rule Customers are global, shouldn't their brand be?

The Art and Science of Brand Building (HALF DAY, TWO-DAY)

Scheduled Classes

On-Site Available

Upcoming Classes

$5,000 Training Credit

Marketing Your Way