Invitation to Training on Strategic Brand Management

RE: Strategic Brand Management

FineResults Research Services would like to invite you to high impact training on Strategic Brand Management to be held in Nairobi from 15th - 26th June 2020.

Event information

Course Name : Strategic Brand Management

Course Fee : KES 130000 or USD 1600

Registration : REGISTER HERE

INTRODUCTION

A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate those of the competition. The essence of formulating competitive strategy is relating a brand to its environment. Although the relevant environment is very broad, encompassing social as well as economic forces, the key aspect of the brand’s environment is the industry or industries in which it competes. Therefore, the goal of competitive strategy for a brand is to find a position in the industry where the brand can: 1) articulate a compelling value proposition, 2) defend itself against competitive forces and influence them in its favor and 3) leverage communication resources to sell the brand message and build brand equity. In this course, participants will examine how a favorable brand and memorable brand experiences can influence a firm’s ability to withstand competitive pressures and thrive in dynamic market conditions. They will study brand management from the consumer perspective to highlight the importance of customer perceptions in bringing brands to life and the role of brand knowledge in building brand equity. Participants will become acquainted with cutting-edge frameworks, concepts and tools that have been adopted across industries and around the globe to build lucrative brand franchises. Additionally, participants will consider the role of marketing communication vehicles and platforms in effective brand management.

DURATION

10 Days

COURSE OBJECTIVES

By the end of this training, participants will be conversant with the following:

•        The concept of Strategic Brand Management and its importance, relevance and advantages

•        The concept of brand equity and brand value and how to measure it

•        The lifetime value of brand loyalty

•        The brand identity development process and brand positioning

•        How to craft a brand positioning statement and value proposition

•        How to reach, create and communicate a positioning map

•        How the three brand components of identity, image and personality are built over time

•        The launch process for a new brand, the most effective media choices for the introductory campaign and how to track the market penetration of a new brand

•        The main growth strategies of established brands and their importance, advantages and influences

•        How brand architecture establishes the optimal inter-relationships of brands within a single company

•        The process of brand extension and the degree to which a brand can be extended

•        How umbrella brands work, how co-branding works and when to shift to a new brand

•        The concept of global brands, how brands adapt to foreign markets and the role the internet plays in brand globalisation

•        The risks and benefits of foreign brand licensing and the differences between brand equity at home and abroad

•        The brand acquisition process, its strategy, influencing factors and the way a firm structures its brand portfolio

•        How the same components that build product brands can be applied to national brands and personal brands

COURSE OUTLINE

Module 1

The Concept and Process of Strategic Brand Management:

•        Understand why brands have become so important today

•        Learn about brand identity, image and personality

•        Explore how brands reduce consumers’ perceived risks

•        Explore how brands are used for self-expressive purposes

•        Learn about the competitive advantage of strong brands

Module 2

The Concept of Brand Equity:

•        Learn about the “pyramid” from brand awareness to brand loyalty

•        Discover how consumer allegiance to a brand becomes the brand’s “equity”

•        Learn how revenues from this equity become the brand “value” to the firm

•        Learn how to measure brand equity and brand value

•        Learn about the lifetime value of brand loyalty

•        Understand the trade-off between reach and depth

Module 3

The Brand Identity Development Process and Brand Positioning:

•        Learn how to craft a brand positioning statement and value proposition

•        Understand how to reach and create a positioning map

•        Understand why brand position and brand image are not the same

•        Describe how innovation can disrupt the positioning map

•        Know which media channels to use to communicate the position

•        Discover how social media accelerates word-of-mouth

Module 4

The Three Brand Components of identity, Image and Personality:

•        Learn how the three brand components are built over time

•        Understand how the brand name, brand logo, brand slogans, and spokesperson fit together

•        Understand the launch process for a new brand

•        Choose the most effective media choices for the introductory campaign

•        Learn how to track the penetration process of the new brand

Module 5

The Growth Strategies of Established Brands:

•        Learn about the main growth strategies of established brands

•        Discover how loyalty programmes help, maintain and grow brand allegiance

•        Understand the important branding role of corporate social responsibility

•        Discover how competitive position influences the choice of strategy

•        Know when a brand should respond to a low-price private brand attack

•        Learn how to fit the media mix into the brand personality

Module 6

The Importance and Function of Brand Architecture:

•        Discover how brand architecture establishes the optimal inter-relationships of brands within a single company

•        Understand why a strong brand can support the acceptance of a new product

•        Learn how to assess the degree to which a brand can be extended

•        Understand how umbrella brands work

•        Know what to look for when researching potential extensions

•        Understand how a brand extension can help to increase parent brand equity

•        Understand how co-branding works

•        Know when to shift to a new brand

Module 7

Field trip

Module 8

Brands Adaptation In Foreign Markets:

•        Understand how the Internet has made almost all brands “global”

•        Describe how companies have tried to adapt brand names and logos to foreign markets

•        Learn about the risks and benefits of foreign licensing (including franchising) of the brand

•        Understand why the strongest brands are almost all global brands

•        Understand why consumers in advanced economies tend to prefer local brands

•        Discover how counterfeits can dilute the equity of top global brands

•        Learn why success abroad may or may not mean increased brand equity at home

Module 9

Brand Acquisition and Divestiture:

•        Understand why a company decides to acquire a brand

•        Discover why brand acquisitions are common even if expensive

•        Know when to change and when to keep the acquired brand name

•        Understand why sometimes even weak brands are acquired

•        Discover how firms structure their portfolio of brands

•        Learn how to decide which brands are most important strategically

•        Know when to rebrand or divest a failing brand

Module 10

The Application of Product Brand Components to Nation Brands and Personal Brands:

•        Understand how the same components that are used to build product brands can be applied to nations, as well as, personal brands

• Describe the components of a nation brand

• Learn how personal branding can help individuals to set goals for themselves

• Discover how experiential branding grew out of service branding

• Learn how consumers have come to love their favourite brands

• Understand why social media might be enough as a sales channel

• Discover how simplicity and design come together in today’s leading brands

NB: We are offering you a half day, fun and interactive team building event!

ACCOMMODATION

Accommodation is arranged upon request. For reservations contact us through Mobile: +254 732 776 700 / +254 759 285 295 or Email: [email protected]

PAYMENT

Payment should be transferred to FineResults Research Services Limited bank before commencement of training. Send proof of payment through the email: [email protected]

Visit our website for more details

How to participate

Individual Registration

Contact information

Email:[email protected]

TEL: +254 732 776 700 / +254 759 285 295

Website: fineresultsresearch.org/training/

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