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Brand Marketing Training Course

Discover what brand marketing is, why branding is more than a logo, tools to develop your brands, how to create your branding campaign, strategies for branding, how to exploit your brands for growth and much more on this brand marketing skills 'small group' training workshop.

Brand Marketing Course Structure

The Brand Marketing course is structured so delegates receive a strong element of practical activities and exercises to reinforce the theoretical content.

Delegates will receive an action biased course content that will equip them with the fundamental knowledge and application of brand management.

Course Overview

An Introduction to Brand Marketing

* What is a brand?
* Why a brand is much more than a logo
* Types of branding used today
* The 9/10ths rule of branding

Brand Positioning

Case Studies: Department Stores, Motor Cars, UK High Street

Why Brand Management?

* The importance to company value
* Strategic implications
* How brands drive growth

Tools for Developing Corporate and Individual Brands

* Brand Opportunity Tree
* Brand Conversion Model
* Brand Positioning Analysis
* Sixty Seconds Brand Test
* Brand Circle

Case Studies: Cadburys Dairy Milk, Easy Group, After Eight

Your Branding Pyramid

* Brand Vision
* Brand Mission
* Brand Proposition
* Brand Character
* Brand Values

Case Studies: Direct.gov.uk; Ikea; Glasgow Caledonian University; Health & Safety Executive

Branding Campaign Planning

Re-branding Considerations and Case Studies

Brand Architecture Model