Strategic Brand Building

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STRATEGIC BRAND BUILDING:

From Construction to Communication

INTRODUCTION

Profit as well as non-profit companies need to connect with customers. However, it is the effective management of brands that maintains productive and lifelong customer connections. Building powerful brands that inspire customer loyalty and enhanced competitive positions should head the ‘must-achieve’ list of every company. But brand success is largely influenced by the competency of the person managing the portfolio. SMART presents this practical hands-on template-based workshop that incorporates tools and techniques designed to transform delegates into skilled brand managers.

PROGRAM OBJECTIVES

• Practical exposure to the process of brand management
• Hands-on experience in brand building
• Ability to construct a total brand proposition upon completing the program
• Exposure to a variety of brand practices across several product categories
• Exploring new ideas to enhance the customer brand experience

PROGRAM OUTLINE

DAY 1

• Contemporary brand management

• The principles of effective brand building

• The brand management model

• Brand Building-From Construction to Communication
– Customer options and insight
– Competitor audit
– Constructing the brand’s verbal identity
– Constructing the brand’s character
– Constructing the brand’s visual identity

DAY 2

– External and internal supporting issues
– Strategic goal and competitive advantage
– Brand delivery & communications
– Enriching the experience via CRM
– Post-execution scorecard and brand audit

• Brand development

WHO SHOULD ATTEND
Heads, Managers, Executives and other Staff engaged in advertising, business development, brand management, customer relationship management, sales, product management, trade marketing, media management, corporate communications and customer support.

 

25 New Chardon St – Boston – Massachusetts 02114 – Unites States of America

E-mail: info@amihm.org