Strategic Marketing & Branding

This course is designed for marketing managers, brand managers, product managers, business development professionals, and executives who are responsible for creating, managing, and enhancing their company’s brand. It is also suitable for professionals in various industries such as retail, technology, consumer goods, and services, who seek to improve their marketing strategies and brand management skills.

Day 1: What a Brand Is, Why It's Valuable, and How to Build It

• Definition of a brand and its importance
• How branding functions in the market
• Key branding terms and concepts
• Understanding your brand's profile
• Steps to create a successful brand

Day 2: Creating and Managing Your Brand Identity

• Introduction to brand management
• Building and maintaining your brand identity
• External vs. internal branding
• Managing brand portfolios and architecture
• Using market research to shape your brand

Day 3: Researching the Market to Build Your Brand Strategy

• Understanding the market landscape
• Identifying brand opportunities and challenges
• Assessing strengths and weaknesses for brand growth
• Overcoming obstacles to brand success
• Setting clear brand objectives

Day 4: Developing Your Brand Strategy, Plan, and Marketing Mix

• Creating a strong brand strategy
• Defining your target audience and key stakeholders
• Developing a brand plan with the marketing mix (Product, Price, Place, Promotion)
• Aligning your product offerings with the brand
• Ensuring pricing strategy supports brand positioning

Day 5: Implementing, Managing, and Measuring Your Brand Plan

• Using both digital and traditional marketing channels
• Supporting distributors to communicate the brand effectively
• Managing people, processes, and physical aspects of your brand
• Setting timelines and budgeting for brand activities
• Monitoring and controlling the brand plan for success