Strategic Brand Management

Course Introduction

This Strategic Brand Management training course is designed to help you become a brand leader in your organization. On this training course you will learn how to construct, implement, and manage brand strategies, and enhance your credibility as a brand leader. You will gain valuable knowledge, insight, and skills that will enable you to target your brand accurately, position it correctly in the minds of the target audience, become your customers’ preferred brand, and create brand loyalty.

You will also learn how to build your brand internally, and coordinate the actions of people in your organization, so that they understand the brand and deliver it consistently in the market. In addition to this, you will learn how to align your organization’s capabilities, resources, actions, and marketing mix, so that they each work in harmony to deliver the brand. Overall, the training course will give you the knowledge, tools, insight, and structure to take the lead in building and managing your brand.

This Oxford Management Centre Strategic Brand Management training course will highlight:

• Key principles of strategic brand management – what a brand is, how branding works, brand management, types of branding, essential brand terminology, creating brand equity and value.
• Undertaking market and brand research – types of brand research, tools to gather brand information, recognising customer branding opportunities, analysing competitors’ brands.
• Defining brand objectives and constructing a brand strategy – defining purpose, vision, values, mission, positioning, proposition, personality and brand audience.
• Building a brand internally – understanding the capabilities, resources, brand culture, brand touchpoints and limitations – defining internal actions to deliver the brand consistently.
• Constructing implementing and controlling the brand plan - designing the brand marketing mix, implementing the plan, measuring brand KPIs and building the brand.

Objectives

By the end of this Strategic Brand Management training course, you will learn to:

• Develop a credible brand strategy and manage brands
• Win internal support to deliver your brand strategy
• Justify your brand decisions and actions
• Identify brand obstacles and align resources to overcome them
• Assess continuous brand performance and take remedial action
• Manage a brand portfolio and maintain brand characteristics

Training Methodology

This Strategic Brand Management training course will be highly interactive and will feature, formal presentations, discussions, group exercises and feedback and examples that enhance the training course topics and content, video, quizzes, branding models, step-by-step processes, and analysis. The content and training methodology are designed to give attendees knowledge, insight and tools that they can use in practice in the workplace.

Organisational Impact

Attending this Strategic Brand Management training course, the participants will return to their organizations with a broader understanding of how strategic brand management activities support business objectives, including:

• Adopting a structured approach to strategic brand management
• Constructing a brand plan
• Aligning internal resources, strategies and behaviours to deliver the brand externally
• Designing the right brand ‘positioning’ and ‘propositions’
• Creating effective brand marketing campaigns using the 7Ps of the marketing mix
• Analysing brand awareness, associations and preference to build loyalty and brand value

Personal Impact

This Strategic Brand Management training course will enable participants to:

• Undertake end to end strategic brand management
• Assess a brand and introduce actions that will strengthen its position
• Adjust an organisation’s resources, and actions to brand consistently
• Specify brand objectives, brand strategy and build a brand plan
• Build brand awareness, perception, preference and loyalty in a market
• Become recognised as a credible brand leader and innovator, in their organisation

Who Should Attend?

Strategic Brand Management training course will provide valuable benefits for a broad range of people who are involved in brand and marketing management, including (but not limited) to:

• Brand Managers
• Marketing Executives
• Product Managers
• Key Account Executives, Business Development Professionals, Sales Executives and Sales Managers
• Entrepreneurs
• Small to Medium Enterprise (SME) owners and Managers

Course Outline

Day 1 

What a Brand Is, Why it's Valuable, and How to Build It

Day 2 

How to Create the Brand Identity and Manage a Brand

Day 3 

Researching the Market to Construct a Brand Strategy

Day 4 

Creating a Brand Strategy, Brand Plan, Targeting, and Marketing Mix

Day 5 

Implementing, Managing, and Controlling the Brand Plan