Why Attend This Training Course?

Branding is the procedure by which organizations differentiate their product offerings from the whole competition. Good brand management drives business value and sustainability. Any brand is shaped when developing a distinctive name, design and package, trying to meet customer expectations about this specific offering. This training program is designed to address all the competencies needed to build a strong corporate branding and assessing its performance and perceptions in the market. It also gives an emphasis on the role of brand management in accordance to the strategic marketing process, consumer adoption process and the different types of branding strategies.

What Is The Training Course Methodology?

This training course methodology depends on enabling participants to interact and exchange experiences, explore their competencies and achieve their career aspirations, using forward-thinking training arts, such as theoretical lectures and/or open discussion to exchange opinions and experiences, scenarios, innovative thinking brainstorming. Participants will receive an agenda including training material as a reference, in addition to some extra notes and booklets. 

Who Should Attend This Training Course?

This training course is designed for Marketing Managers or Directors, Account Managers, Brand Managers, Sales Managers or Directors, Public Relations (PR) Professionals, Business Development .Managers, and Business Owners

What Are The Training Course Objectives?

• Know how to see the big picture

• Comprehend the discipline of brand management and how it drives the value of an organization

• Develop, execute and measure an effective brand strategy

• Branding Basics & Nature of Relationship

• Building Successful Brands

• Brand Names and Brand Extensions

• Co-Branding and Corporate Branding

• Manage various types of brands

• Product versus corporate

• B2C versus B2B

• Study brand launch, rebranding and competitive defense tools

• Drive corporate alignment and an organizational strategic agenda

• Evaluate brand performance and construct and full brand auditory phase

• Use of digital branding to manage corporate’s brand in the digital age

What Is The Training Course Curriculum?

Introduction to Branding

• What is branding?

• Characteristics of brands

• Establishing a brand

• Points of parity

• Brand equity and brand management tools

Customer-Based Brand Equity

• Time-frame

• Consumers involvement

• High & low-involvement situations

• Discontinuity in habits

• Cultural factors

• Concept of perception

• Principles of proximity

• Customer relationship

• Case study (I)

Brand Identity Development: Creation of New Ideas

• Brand associations and brand image

• Types of brand associations

• Five ways of help

• Forms of brand associations

• Measuring brand association

• Qualitative research techniques

• Quantitative research techniques

• Brand image

• Case study (II)

Brand Management Planning

• Brand Personality

• Values and Characteristics of Brand Personality

• Brand Positioning Strategies

• Consumer Segmentation

• Quantitative and Qualitative Methodologies

• Brand Portfolio Management and architecture

• Brand Evaluation and Planning

• Establishing the brand experience

Brand Management Evaluation

• Brand Evaluation 

• Managing brands though digital marketing

• Practical application

• Post-assessment tools