Modern Strategic Brand Management
Course Info
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Course Details
Introduction
Objective
Who should attend
In today's competitive business environment, having a quality product or a unique service is certainly no longer enough; a strong brand is what sets a company apart and drives lasting success. Every interaction, every experience, and every message shapes how customers and partners perceive your brand. Without a clear strategy, these critical opportunities can be lost, making it difficult to establish a powerful and influential presence in the market.
The Modern Strategic Brand Management programme from LPC Training equips you with the tools and strategies to build a resilient and impactful brand. Across five intensive training days, you will learn how to craft a distinctive brand identity, manage a portfolio effectively, assess the true value of your brand, and empower employees to act as brand ambassadors, thus strengthening its reputation and influence both locally and globally.
Course Outline
Module I - Brand Management
Brand Position and Brand Values
- Definition of Brand, Brand Management, and Brand Equity
- Comparing brand dimensions to a mere product and discussing what can be branded
- Exploring different types of brand architecture:
- A branded house
- Endorsed brands
- A house of brands
- Understanding brand strengths, brand value, and how brand equity connects historical reputation to future market opportunities
- Exploring types of brand assets and how to create brand equity:
- Awareness
- Brand Association
- Brand Loyalty
- Understanding the Categtoy Breakdown Structure (CBS) and its application for products
- Case Study: Analysing a successful brand to identify its core values, positioning, and equity elements
