The Brand Management - Essentials training course defines the strategic direction and internal disciplines required to create value for the organization, its shareholders, its customers and other key stakeholders. In this course you will build a 'real world' understanding of how to achieve brand leadership, articulate a brand's essence, create a brand wheel, evaluate various brand architecture & portfolio options - for both intangible and tangible brand offerings.
Successful 'challenger' brands involves a healthy appetite for disrupting the status quo, challenging the conventions, and behaving as a perpetual start-up. In this Brand Management - Advanced course, you will build a practical understanding of how 'challenger' (or restless leader) brands, such as Audi, Apple, ING Direct, Nudie, Starbucks, and Virgin passionately follow their own set of rules and way of behaving in order to effectively compete against the market leader.
At the conclusion of the Brand Management - Essentials workshop, delegates will:
- Have a solid understanding of the key 'branding' concepts, methods and tools used by marketing practitioners
- Be able to more confidently engage in and contribute to 'brand building' projects, developments and discussions
At the conclusion of the Brand Management - Advanced workshop, delegates will:
- Have a strong understanding of the eight critical areas where challenger brands need to think and behave differently to established leader brands
- Be able to more confidently engage in and contribute to highly entrepreneurial 'brand building' activities and discussions
This Brand Management - Essentials class is suitable for those directly or indirectly involved with 'branding' issues within their organization (eg; Marketing, HR, Sales, Customer Service, Finance); those wishing to apply 'branding' principles to the development of their own business and/or career.
This Brand Management - Advanced class is suitable for those who have previously attended the Brand Management course; those who have at least two years career experience in a branding or directly related (eg; design, HR, operations, customer service, marketing, sales) role.