The aim of the course is to change the conception of brands as being an organisation’s visual identity (e.g., logo) and image (customers’ brand associations) to an experience along “moments-that-matter” along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change.
You will learn and practice the following skills:
- How to build brands from a broad organisational perspective
- How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)
- How to build brands in multi-brand companies, across cultures and geographies
- How to measure brand health in new ways, that is, internally in addition to externally
- How to value and capture returns to brands across the organisation – introducing the new concept of employee-based brand equity – and how this is different from the valuation of brands as intangible assets.
Part One: Why is branding so strategic?
- Brand equity in question
- Strategic implications of branding
- Brand and business building
- From private labels to store brands
- Brand diversity: the types of brands
Part Two: The challenges of modern markets
- The new rules of brand management
- Brand identity and positioning
Part Three: Creating and sustaining brand equity
- Launching the brand
- The challenge of growth in mature markets
- Sustaining a brand long term
- Adapting to the market: identity and change
- Growth through brand extensions
- Brand architecture
- Multi-brand portfolios
- Handling name changes and brand transfers
- Brand turnaround and rejuvenation
- Managing global brands
Part Four: Brand valuation
- Financial valuation and accounting for brands
From the course:
This course allows you to develop the following aspects of yourself:
- Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today
- Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation
- Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.
This course helps the employees in ways like:
- Understand the marketing process and learn how to create a marketing plan using customer insight and competitor analysis including segmentation, targeting and positioning
- Develop a brand strategy and positioning, leading to the development and management of communication, pricing and distribution strategies including a focus on new, social media
- Explore the implications of serving multiple markets and of the emergence of new markets as opportunities for sales growth and as threats from new branded entrants into home markets
This course is designed for a broad audience of marketing and non-marketing professionals, in particular human resources and finance but extending to all employees who need to understand their critical role in delivering on the brand promise. It is also accessible to students, to complement a more traditional course on branding. This course is NOT for couch potatoes as you will be challenged to do stuff in the real world!
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