Strategic Brand Management

Course schedule

Classroom Training:
DateVenueDurationPrice
25 - 29 Mar 2024London5 days£4,250
9 - 13 Dec 2024London5 days£4,250

Please note: prices shown above are exclusive of VAT (20%).

Introduction

Learn the art of building and managing brand equity. This course covers strategic brand analysis, planning, and positioning to create a sustainable competitive advantage and long-term brand loyalty.

Who Should Attend

  • Directors of marketing and PR
  • Managers of marketing and PR departments
  • Team leaders and supervisors
  • Everybody who ‘lives the brand’

Course Outcomes

  • Understand the key requirements for a strong brand identity for an organisation, product and service
  • Develop brand awareness, recall and loyalty with stakeholders and audiences
  • Understand the advantages and disadvantages of different communication channels and multipliers to promote and enhance a brand
  • Create and implement a comprehensive range of branding strategies
  • Protect and manage a brand continuously to maintain and increase brand equity
  • Understand how to manage and rebuild brand credibility after a crisis

Course Topics

Fundamentals of a strong brand

  • Definition of a brand: brand promise
  • Importance of a clearly identifiable brand
  • What makes a brand memorable?
  • Relating senses and emotions to a brand
  • Global branding with local and personal relevance

Generate a consistent brand

  • Identify research and segment audiences/stakeholders of the organisation product and service
  • Monitor their current and changing needs expectations and requirements
  • Position your brand correspondingly
  • Generate brand metrics for effective measurement
  • Overcome the challenges of consistency in branding

Create a brand strategy

  • Set strategic objectives and KPIs
  • Agree budget and resources to be allocated
  • Research analyse and evaluate competition
  • Clarify targeted and focussed benefits
  • Project manage the implementation

Promote the brand

  • Identify evaluate and choose the most appropriate communication media
  • Constantly monitor and measure brand value in all media
  • Ensure brand alignment with the product and service
  • Should you rebrand or re-position? Why when and how?
  • Learn the lessons from effective and from failed rebranding

Protect manage and rebuild a brand during and after a threat or crisis

  • Build a long-term positive brand perception of the organisation product or service before the problem strikes
  • Prepare a structured and regularly tested crisis plan
  • Identify the best way to communicate with stakeholders before during and after the crisis
  • What can be learnt from those organisations that have handled crisis badly and those who have recovered well?
  • Rebuild your brand after is been undermined or discredited

Brand Strategy Course

Brand strategy is critical for business success. Our Strategic Brand Management course provides a comprehensive overview of what it takes to build a strong brand that resonates with your organisation’s target audience. This brand strategy course is designed to be flexible, with options for online, in-house, and London courses that fit your team’s schedule and learning preferences.

Our brand strategy course for management is structured around the following topics:

Fundamentals of a Strong Brand

Students will define a brand and why it is essential for business success. We also cover the importance of an identifiable brand, what makes a brand memorable and global branding with local and personal relevance.

Creating a Brand Strategy

This section covers the key steps involved in developing a brand strategy. We discuss how to identify, research, and segment your target audience, how to monitor their changing needs and expectations, and how to position your brand accordingly. We also cover how to create brand metrics for effective measurement and how to overcome the challenges of consistency in branding.

Developing a Brand Strategy

This section covers how to set strategic objectives and KPIs for your brand, allocate budgets and resources, and conduct competitor analysis. We also cover project management at this crucial stage and how to implement your brand strategy.

Promoting Your Brand

Students will cover how to promote a brand effectively. We discuss how to identify, evaluate, and choose the most appropriate communication media and how to monitor and measure brand value in all media constantly. We also cover how to ensure brand alignment with your product and service and rebranding or repositioning.

Building a Long-Term Positive Brand Perception

In the final section of this brand strategy course, we cover how to build a long-term positive brand perception. We discuss how to prepare a structured and regularly tested crisis plan, identify the best way to communicate with stakeholders during and after a crisis, and rebuild your brand after it has been undermined or discredited.

Book your course with London Corporate Training

At London Corporate Training, we are trusted providers of professional development courses. We look forward to helping you develop your skills and understanding of strategic brand management and can’t wait to see your results! For more information on this course, or to discuss our courses in more detail, contact the team at LCT.

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