Brand Management Public Training Classes

This Brand Management training is a two-days coaching workshop on how to do strategic brand management:

• How to create a brand strategy for customer communications
• How to create a brand book for brand identity and Marcom
• Learn how to create and manage brand elements to create a brand strategy to deliver business objectives.
• Learn how to create brand drivers, brand elements, and a brand book to trigger customer activation with marketing communications.
• Improved understanding of brand strategy
• Enhanced reputation management

Module 1 – Mapping Business Objectives Into The bRand For Results

Participants learn about business strategy and objectives.  And how the brand is related to delivering the business objectives. 

Participants learn about target audiences and market segments.  And how the 4As marketing mix is used to shape the brand strategy.

• Business objectives, 4As and the brand strategy · Lecture
• The brand strategy and positioning statements · Coaching Workshop
• Able to create a brand strategy to deliver business objectives · Group Activity

Module 2 – Creating Marketing Communications with Brand Drivers

Participants learn how to create brand drivers and positioning statements.  Participants learn about buying motives and WII FM matching to develop brand drivers. 

• Buying motives, the 4As and the WII FM · Lecture
• Creating brand drivers that resonate with WII FM · Coaching Workshop
• Able to create marcom to activate target audiences · Group Activity

Brand Management Workshop Day 2

Module 3 – Creating A Brand Book For Marcom Consistency In Brand Identity

Participants propose brand drivers to meet business objectives.  These brand drivers become band elements in the brand book. 

• Creating brand elements and the brand tone · Lecture
• Creating the brand book and consistent story elements · Coaching Workshop
• Able to propose brand book elements for brand recall · Group Activity

Module 4 – Marcom Touchpoints And Media Channels For Brand Placement

• Participants learn to see communications touchpoints for customer brand activation. 

Learn how touchpoints can impact or trigger audiences to take desired actions and brand acceptance. 

• Touchpoints and triggering audiences  · Lecture
• Creating touchpoints for brand placements  · Coaching Workshop
• Able to propose brand placements for audience activation · Group Activity