Course Outline
Brands can best be understood by studying the brand successes which surround us in our everyday life. This course takes familiar examples of successful brands and looks to unpack their secrets in a way which makes it possible for all companies to emulate their success.

Who should attend
All those who have responsibility for creating, developing and nurturing a brand

Course Objectives

• Understand what makes a brand tick
• Be able to replicate the success of other brands
• Use the brand building tools
• Be able to write a brand positioning statement
• Evaluate the success of your brand

Course Overview

Brands play an increasingly important role in our lives and brands have now graduated from the fast moving consumer goods world into areas as diverse as football clubs, charities and government departments. The reason for this ‘brand explosion’ is that companies have realised the inherent power that brands provide. Understanding what makes a brand and how you can harness this power or you organisation has become a necessity of modern business.

Key areas to be covered in the programme and documentation

The essence of a brand

• What makes a brand
• Understanding the elements of a successful brand

Segmentation and valuation

• Brand saliency for a market segment
• Spotting market gaps
• Developing niche brands

Brand Equity

• The value of a brand
• The ingredients of brand equity

Brand positioning statements

• Writing the brand positioning statement
• Clearly differentiating the brand from its competitors

Building a brand portrait

• Creating the brand profile
• Brand usage and the brand portrait

Evaluating the brands success

• Brand evaluation techniques
• Building a brand franchise

Course Methodology

The course uses a variety of stimuli including case studies, group and individual exercises, tutor input and class discussion. This mix ensures that each participant can learn at their own pace and in their preferred learning style. Benchmarking with best practices and brand examples are also used to bring to life the theories and tools.