Applied Branding
DAY 1
FOUNDATIONS OF BRANDING
We’ll begin with a thorough discussion of branding, including what a brand is, why it’s important, and how its parts function together. Real brand examples will help to illustrate and demonstrate key branding principles.
Brand definitions and models
- Understand the importance and challenges of branding
- Learn the language of branding
- Examine various approaches, models and frameworks for branding
Components of branding
- Brand dimensions and composition
- Characteristics of strong brands
Discovering the brand
- The brand assessment/audit
- Brand research techniques and tools
- Mapping against the competition and customer needs
DAY 2
APPLYING THE BRAND
Next, we’ll learn how to apply the basics of branding to create appeal, differentiation and demand in the marketplace.
Building the brand
- Establishing a brand position
- Defining brand benefits
- Differentiating the brand from the competition
- Developing a brand architecture and portfolio strategy
- Creating a total customer brand experience
Leveraging the brand
- Using the brand to drive new product development
- Knowing when to extend or expand the brand
- Going global
- How to brand via the Internet
Communicating the brand
- Establishing the brand’s visual identity
- Using taglines and slogans
- Creating appeal using brand advertising
- Packaging and promotion that’s consistent with the brand
DAY 3
MANAGING THE BRAND
Finally, we’ll explore the art and science of day-to-day brand management.
Who
- Brand roles and responsibilities throughout the organization
- Getting company buy-in and alignment
What
- Creating and enforcing brand standards
- Measuring brand performance
- Developing a brand vision and charting a future course
- Dealing with mergers and acquisitions
How
- Institutionalizing the brand throughout the organization
- Dealing with common branding problems and issues
- Developing a brand action plan
Schedule
Days 1
8:15 - 5:00 p.m. Session
Day 2
8:15 - 4:30 p.m. Session
Day 3
8:15 - 4:15 p.m. Session
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