Branding Basics

Who Should Attend:

• Brand Managers, Marketing Managers, Market Research Managers & Product Managers
• Recommended for all employees who want to expand their knowledge and understanding of brand management

Course Objectives

• This certificate indicates that a participant has mastered the knowledge of build brand equity by properly choosing brand elements, designing marketing programs and activities
• Enhance awareness and knowledge about branding issues in creative industries
• Develop ability to identify strategic issues in branding of creative products
• Develop critical perspectives in evaluating research in branding and applying them in strategic management of brands in creative industries
• Develop hands-on abilities on brand building and marketing.

What will you gain?

By the end of this course you will be able to:

• To empower participants with knowledge and capacities to understand and analyze brand and branding management, from a corporate and consumer perspective.
• Analyzing carefully the key concepts surrounding the subjects of corporate perspective; the development of brand and brand architecture; the definition and role of marketing mix; the integrating marketing communication and brand management; the consumer perception in branding.

Course Content

• Learning Unit 1
  • Identifying and Establishing Brand Positioning and Values
  • Customer-Based Brand Equity
  • Brand Positioning
  •  Planning and Implementing Brand Marketing Programs

• Learning Unit 2
  • Choosing Brand Elements to Build Brand Equity
  • Designing Marketing Programs to Build Brand Equity
  • Integrating Marketing Communications to Build Brand Equity
  •  Leveraging Secondary Brand Associations to Build Brand Equity

• Learning Unit 3  
  • Measuring and Interpreting Brand Performance
  • Developing a Brand Equity Measurement and Management System
  • Measuring Sources of Brand Equity: Capturing Customer Mind-Set
  • Measuring Outcomes of Brand Equity: Capturing Market Performance

• Learning Unit 4
  • Growing and Sustaining Brand Equity
  • Designing and Implementing Branding Strategies
  • Introducing New Products and Brand Extensions

• Learning Unit 5
  • Managing Brands over Time
  • Managing Brands over Geographic Boundaries and Market Segments
  •  Closing Perspectives

Closing Observations.