Introduction       

Brands are the ones through which companies distinguish their products to make them competitive. The brand is created by choosing a unique name, presentation and design, and exceeding customer expectations by offering exciting offers. This course covers all the competencies needed to build a strong brand, evaluate its performance and market perceptions, and separate the role of brand management in the strategic marketing process, consumer adoption process processes, different types of brand strategies, different types of branding strategies and indicators of brand strategy disruptions.

Objectives

Participants will be able to:

Identify brands and understand the opportunities and challenges they face in a highly competitive business environment

Plan and draw a brand in a way that reflects the promise of the brand and the expectations of its most important customers.

Build a strategic brand to be able to track growth and sustainability using research

Explore their brand and brand identity to build consistent and sustainable brands

Identifying different business strategies for sound actions in line with existing and new markets and products

Controlling the entire brand audit process to assess brand performance and take corrective action

Targeted groups

The course targets managers and marketing staff who want to learn to interpret the potential impacts of different strategies and business tactics and evaluate the value of any brand. This course is ideal for marketing professionals who want to promote and develop strategic marketing skills and maximize ROI on their brand management

 Scientific content

• Definitions and detailed brandingBrand definition
• Reasons for the importance of trademarks
• History of trademarks
• The difference between branding and marketing
• Challenges and opportunities for trademarks today
• Understanding brands

Brand layout models

• Brand-based brand ownership concept

• Build a brand-based brand ownership

• Customer-based brand ownership benefits

• Three tools to facilitate brand planning

1. Brand positioning model

2. Echo brand model

3. Model brand value chain

Strategic Brand Management Process

• Brand-based brand ownership concept

• Brand management process: a useful model

1. Develop brand vision

2. Establishing brand status

3. Commitment to holding a trademark

4. Communication between brands

5. Brand metrics: Ruby measurement (return on investment brand)

• Elements of the strategic brand management process

1. Identify and create the brand's position and values

2. Planning and execution of brand marketing programs

3. Measure and interpret brand performance

Increase and maintain the value of the brand

Brand ownership and identity

Definition of trademark ownership 

Brand ownership element

Loyalty to the brand

Brand awareness

Perceived quality

Trademark Association

Brand identity design

Brand concept element

Brand content

Brand building wallets

Brand philosophies

Brand growth strategies

Brand new

Speculative trading / Warrior

Similar accessories

Brand accessories

Successful and UN successful brand accessories

Brand evaluation

Clarifying the brand's audit

Brand auditing techniques

Brand Audit Questionnaire

Review "Big Idea"

Ad evaluation