Branding

Objectives

Ensure the success of the organization, product or service through careful attention to brand imperatives.
Craft a powerful brand positioning statement that reflects the brand promise and the expectations of their most valued customers.
Build a fully aligned, brand-focused operation.
Measure brand equity, track it and maximize it.
Master the branding process and conduct a complete brand audit.
Avoid the dangers and pitfalls of ignoring the laws of branding.

Content

Definitions and Anatomy of Brands

Brand Planning and Management

The Concept of Customer-Based Brand Equity
Building Customer-Based Brand Equity
Three Tools to Facilitate Brand Planning
- Brand Positioning Model
- Brand Resonance Model
- Brand Value Chain Model
Brand Management Elements
- Developing Brand Vision
- Establishing Brand Position
- Fulfilling Brand Contract
- Communicating Brand Position
- Measuring RoBI (Return on Brand Investment)

The Strategic Brand Management Process

The Branding Process: Some Useful Models
The Elements of the Strategic Brand Management Process
- Identifying and Establishing Brand Positioning and Values
- Planning and Implementing Brand Marketing Programs
- Measuring and Interpreting Brand Performance
- Growing and Sustaining Brand Equity

Brand Equity and Identity

Brand Equity Defined
Elements of Brand Equity
- Brand Loyalty
- Brand Awareness
- Perceived Quality
- Brand Associations
Creating a Brand Identity
- Brand Vision
- Brand Contract
- Brand Stories
- Brand Communication
- Brand Metrics

Building Brand Portfolios

Branding Philosophies:
- The Branded House
- Sub-Brands
- Endorsed Brands
- The House of Brands
Brand Growth Strategies
- Flanker/Fighting Brands
- Line Extensions
- Brand Extensions
Successful and Unsuccessful Brand Extensions
The Various Types of Brand Architecture: Product-Brand, “Branduit,” Range Brand, Umbrella Brand and Endorsement Brand

Brand Evaluation