Course description
Identify the critical information needed to develop a corporate brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life – both externally towards consumers and internally to employees.
You will learn how to:
- Define the right metrics for determining success in the implementation of your brand strategy, considering any adjustments that may need to be made under a “test and learn” methodology.
- Use marketing and branding to build a profitable and enduring business and gain new insights into the importance and value of a strongly differentiated brand.
- Apply new knowledge and skills immediately to increase customer loyalty, competitive advantage and profitability.
- Develop a framework to identify and establish brand positioning and values to build customer based brand equity
- Assess and create brand positioning and values – building a customer-based brand equity and getting the positioning right
- Plan and implement brand marketing programs through integrated marketing communications and brand associations to build brand equity
- Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity
- Design specific strategies that focus around extending, revitalising and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement).
- Plan and create brand marketing initiatives – identifying the building blocks, designing marketing programs, leveraging marketing communications, leveraging the power of brand associations
- Monitor brand performance – creating a process to assess performance, understanding customer perception and measuring performance in the marketplace
- Nurture and maintain brand equity – analyzing, formulating and executing brand strategies, introducing new products, extending the brand, naming new products in line with the brand, recognizing and exploiting new market segments, introducing new regional/continental markets and dealing with international considerations
Delivery: E-learning (interactive, self-paced & convenient, and affordable)
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