Brand Management 

• Definitions - brand, brand vs product, brand architecture
• Why do brands matter, what can be branded, brand assets, brand strengths and brand values
• What is brand management, definition of brand equity, Providing a link from the past to the present and on to the future
• The crucial importance of building consumer knowledge/perception
• Creating brand equity
• Designing appropriate product category structures
• Key aspects of strong brands

Brand Equity and the Consumer 

• The essentials of brand positioning
• Selecting appropriate brand identities
• Logos, symbols characters and slogans, don’t forget the packaging
• Using personalization techniques to connect with the consumer
• Developing an appropriate strategy for products, channel strategy, pricing strategy and value engineering
• Taking a joined-up approach to designing brand marketing programs, using personalization techniques to connect with the customer and developing an appropriate strategy for products

Brand Marketing 

• Prospering in the New Media, advertising channels, promotional activities and media relations
• Sponsoring events and taking a joined-up approach to designing marketing communications
• Working with brand associations, the relationship between existing and new brand associations
• The relationship between brands and channels, geographic factors, brand alliances and co-branding
• The concept of ingredient branding
• Licensing
• A brand as an asset, developing brand financials, e.g. return on investment, future cash flows, net present value
• Establishing the brand value chain

Brand Performance 

• Assessing brand performance
• External environment analysis
• Supporting brand audits with focused tracking surveys
• Using research to identify customer perception of brands, qualitative research methods, quantitative research methods
• Assessing customer attitudes to brands, brand based comparative methods and marketing based comparative methods, conjoint analysis – pros and cons
• Residual based methods and valuation-based methods
• Brand strategy, brand architecture and developing a hierarchy of brands
• Building brand equity

Maintaining Brand Equity  

• Introducing new products to the brand
• Considering potential customer perceptions of brand extensions, designing brand extensions
• Naming brand extensions for maximum impact
• Managing brands over an extended period of time
• Balancing the brand portfolio to reflect changing business strategy and environment, refreshing tired brands, developing acquisitions and divestments
• Introducing new market segments, introducing new regional/continental markets, international considerations, building global brand equity
• Prospering in the New Media, advertising channels, promotional activities, media relations, sponsoring events, designing marketing communications

Brand Purpose & Experience

• Traditional notions of branding
• Changing market conditions for brands
• A new approach to branding

Brand Design & Delivery 

• Brand experiences as the basis for differentiation
• How to design brand experiences, as different from products and services
• Pricing as a differentiating brand experience

Brand Leadership and Alignment

• Aligning the strategies for business, brand and behavior

• Strategic brand portfolio alignment
• Delivering global brand alignment

Brand Practices & Engagement 

• How to design human resource brand best-practices
• A model for engaging employees with the brand
• The ABCs of behavioral change