Strategic Brand Management

Description

A 2-DAY COURSE that will provide a practical approach to understanding how strategic branding works and how to best utilize it for the participant’s organization while applying the learned principles and elements in a Brand Plan.

METHODOLOGY

Lectures, case studies, individual/group activities, tips and advice, discussion, training day submissions and immediate feedback, post-course assessment.

OUTLINE

DAY 1

MODULE 1

1. What is a Brand

2. Brand Success and Failure

MODULE 2

1. The Brand Champion

2. The Elements of a Brand

MODULE 3

1. Managing Your Brand

2. The Brand Plan)

DAY 2

MODULE 3

1. Brand Communications Channels

2. Adapting the Brand Plan

MODULE 4

1. Brand Crisis Communications

2. Course Assessment

PREREQUISITE

Training Day 2 submissions

Objectives

By the end of the course, Learners will be able to:

1. Understand the key elements of a brand.

2. Apply the principles in effective brand management within today's market and audience.

3. Become aware of and adopt the proper management of brand communications among the company's various stakeholders.

4. Adopting the brand in today's channels and tools of communications.

Audience

Designed as an introduction and/or refresher course on brand management through the practical and guided application of the principles of effective brand planning for the brand champions of an organization or business - from staff to supervisory and management levels.

NOTE

1. SGS shall provide only generic information and advice which are freely available in public domain.

2. SGS will not provide company specific advice towards the development and implementation of the management systems for eventual certification, which contravenes the requirements of the IAF Guidance (i.e. provision of consultancy services).