All about brand – from the basics of creation to market conquest strategy
A short-term program for marketing specialists who want to acquire actual knowledge in the field of brand management: from the concept of creation and management of brands to brand protection as an object of intellectual property
The educational program allows to master the technologies of brand-oriented marketing for creation and management of company brands
Result
You will be able to create new brands from scratch and effectively manage the brand portfolio
Learn how to build a 360° brand communication and promotion
Master the methodology of monitoring the brand position in the market
For whom
For marketers with 1-3 years experience who want to obtain actual knowledge and skills in branding and brand management
Program content
I Brand-centric marketing.
- Brand concepts and their evolution.
- Model decision making: from no name to brand
- Visual and verbal brand identifiers. Brand letter
- Brand development from scratch (workshop)
II Brand strategy development and management.
- Umbrella brands, extension rules
- Components and structure of brand strategy
- Development of brand strategy. The case
- Brand portfolio management
III Brand communications.
- Content and creativity in communications.
- Omnichannel communications (media and digital)
- BTL communications and performance indicators BTL
- TTL communications and TTL performance indicators
- Performance marketing (sales funnel based on web analytics)
- Development of a communication strategy for the company and performance measurement. Case
IV Brand audit and evaluation.
- Methods of measuring brand loyalty
- Monitoring of brand position in the market. Brand audit, indications for rebranding
- Valuation of brands
- Protection of brand as an object of intellectual property