Overview

The brand is one of the most important assets of a company or an organisation. This is why building and managing successful brands is one of the main challenges in modern marketing. The ability to develop a clear brand vision and involve one’s own reference market is key to an effective branding strategy. In the hypercompetitive global market, it is, therefore, necessary to acquire specific and up to date knowledge and competencies for the management of this key asset of any company and organisation.

This course will help you to create and implement programmes aimed at providing the customer with great brand experience, the ability to differentiate your organisation within the market and to give it a winning competitive positioning.

Furthermore, the course is designed to enable those who have brand management or leadership roles to understand how to improve the brand experience. New marketing professionals will learn to set up their first branding program. The course provides competencies, processes, and tools to create and define brands and to effectively involve and gain the support of the organization’s stakeholders.

Learning Objectives

Upon the successful completion of the course, students will be able to:

• Gain insight on the strategic approach towards Brand management, and to understand how Brand strategies are formulated and implemented
• Understand how branding applies to virtually everything.
• Identify the brand value chain elements
• Describe the guidelines in developing a good brand positioning
• Gain insight on how to improve brand awareness and brand image

Target Participants

The course is ideal for professionals and managers who have roles of responsibility in brand, customer and market orientation management. It is aimed at guaranteeing the whole organisation’s commitment to creating and upholding a winning brand promise. Further, the course is suitable for directors who hold strategic responsibilities, considering that its core message is that everyone has a role to play in the realization of a great brand experience.