GBP 790.00
Details
The primary purpose of the Brand Management course is to provide participants with an overview of how brands can be best managed to improve customer experience and brand equity. A central theme is how social media platforms and the growing power
of social influence are shaping brand communications and advocacy. Participants are guided through the process of how a product is developed into a brand, covering important issues such as intellectual property, brand benefits, purpose and brand narratives,
A concise review of strategic thinking on brand management is provided, focusing on positioning, mission, identity, stakeholder engagement and extending the life of a brand. The course also explores how to develop memorable brand experiences and how to avoid
brand commoditisation.
Outline
This course has six main modules:
Module One: Introduction to Brand Fundamentals
What is a brand?
- Understanding intangibles and their value
- How are brands changing in relation to new business models and social media?
- Key concepts in branding:
- Brand identity
- Brand architecture
- Brand positioning
- Brand attributes
- Brand elements
- Brand essence
- Brand equity
- Brand image
- Brand communications
- Brand experience
- Brand management
- Brand strength
- Brand lifecycle
- Brand value proposition
- Niche branding
- Co-branding
- Social media and brand terminology
- Importance of strategic intent: vision and mission statements
- Critical elements: purpose/benefits, market relevance, positioning, identity and image
- Basic process of building a brand strategy: functional, emotional and psychological elements of branding
- Brand strategy and growth
- New ideas and influences: Islamic branding
- Getting past the key questions: concept, relevance, purpose, meaning, benefits, sustainability, competition, positioning, architecture, growth and adaptability (innovation potential), vision, mission and, target markets, communication tools, stakeholder issues and brand identity, plus IP protection, social media and mobility of brand concept
- What is the overall brand strategy?
- The visual identity process: logo, naming, colour, design
- Psychological elements of visual identity
- Risk and issue analysis for new brand
- Types of brands and their needs – infrastructure – delivery, supply chain etc
- Pricing issues
- Brand communications and image control
- Web site and control of messages and communications
- Why so many new product launches fail
- What business are you in?
- The big picture – brand strategy
- Market profile; competitor analysis; customer segmentation; positioning strategy; brand promise and value proposition; behavioural targeting
- Why positioning is so critical to success
- Brand architecture
- Developing a social media strategy
- Stakeholder management of brands and risk profiles
- Protecting brand equity: online reputation management issues and SEO
- Definitions of brand equity and its importance to brand management
- Brand performance and brand equity metrics: including social brand measures e.g. retweets and other social media metrics and indices
- The basics of brand communications
- How brands are reaching out to consumers via the Web and mobile platforms: role of Twitter and Facebook
- Why customer service and experience is becoming as important as the brand you sell
- Link with brand communications and overall strategy and objectives
- Brand architecture and communications: corporate brands
- External brand communications: corporate advertising; product advertising; social media: YouTube presence, Facebook, Twitter etc; sponsorship; events; third party advocacy; direct marketing; blogs, online communities, podcasts; role of social bookmarking
- Brand stories: the power of good brand narratives
- Communicating issues: engaging divergent stakeholders and NGOs
- Influence, reach and engagement: use of mobile platforms and apps
- Message development and brand loyalty
- The importance of intellectual property in brand management
- Names, registering logos, monitoring misuse and infringements
- Making brands hard to copy: building in intangibles and experiences
- Sustaining a brand long term: proximity with influencers
- The importance of innovation
- Growth through extension: benefits and dangers
- Brand revitalisation
- Open source innovation
- Redefining purpose and values
- Growth of neuro-marketing and its impact on branding
- The importance of good memorable brand experience
- Building brand narratives
- From commodity to brand experience – what coffee can teach us
- Best practice in managing brand experience
- Co-creation of ideas
- Archetypes and branding
- Brand values and the growing influence of strategic CSR
- Brands with successful CSR strategies
- Embracing CSR as integral to the brand concept
- CSR brand metrics and reputation.
Speaker/s
John Dalton
John has taught reputation management and related disciplines in over 30 countries. He is also the author of many books and has published countless business and economic articles. In 2012 John contributed to a major book
on Reputation Management, published by Bloomsbury, along with some of the leading authorities in crisis and reputation management globally.In 2012 John also became Director of the Centre for Issue and Crisis Management, which acts as both a think tank and
an advisory service to multinational corporations exploring global risks to their brands.
Dalal Nageh
Dalal is the LSPR Course Director and Senior Trainer in Corporate Identity and Sponsorship. During the Libyan revolution in 2011, Dalal was an advisor for a group of professionals who wanted to bring humanitarian assistance
to the Libyan people. She also advised the Transitional National Council on message framing, stakeholder engagement, as well as developing awareness campaigns and helped draft press releases that were approved in the UK media and with the Prime Minister's
Office in Downing Street.
Chris Mason
Chris has 25 years' experience in press and public relations. He worked as a reporter and sub-editor, within Overseas Press and Radio Division at the Central Office of Information (COI), head of Scotland Yard's Press Bureau
and Assistant Director of Corporate Communications at the Civil Aviation Authority.
Chris specialised in crisis communications planning and has 'hands-on' experience of dealing with news events of national and international interest. At the CAA he managed a programme of media training courses for key staff
and during his time at the Metropolitan Police set up and ran a series of training exercises for Information Officers on COI media training courses. Throughout Chris’s career he has been responsible for training and mentoring a succession of new entrants to
the PR profession and always found this to be a rewarding and enjoyable role.
Susan Croft
Susan is a co-founder and Executive Director of Skill-Pill Mobile Learning, offering mobile learning and information solutions to businesses. Susan is a member of the Advisory Board of the London
School of Public Relations and a partner of ASC Training & Consulting.
As a trained journalist she worked on a London newspaper in the early part of her career. She also specialises in media and public speaking training for executives, educators and professionals.
As an international trainer, Susan teaches at a number of leading Universities in the USA, including San Jose State and USF (Tampa).
Special Offer
DISCOUNTS:
Spring discount* - 10% off the course fee - Discount code: SpringSale10%*Not to be used in conjunction with any other offer
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The London School of Public Relations (LSPR) is a training and business development organisation located in Notting Hill Gate, London. Established in 1992, LSPR specialises in the following areas:
- PR and Reputation Management
- Crisis Management
- Brand Management
- Social Media and Social Influence
- Personal Branding and Influence
- CSR and Green Marketing
- Business Strategy for Business
Our primary mission is to provide courses that explain how brands can build reputational capabilities that help organisations to stay competitive and take advantage of the growing importance of social influence and the changing nature of business.
In addition to its training profile, LSPR has been actively involved in business development. Our extensive client list reflects our global success in attracting a wide range of organisations who have selected LSPR for its dynamic, solutions-driven approach to training. LSPR also brings a wealth of global training experience through franchise operations.
We welcome individuals and corporate clients alike, and are very happy to develop tailor-made courses. If you are fascinated by brands, intrigued by corporate communications, absorbed by social media and want to learn more, LSPR will provide you with the skills and insights required to stay ahead of others and keep yourself attractive to employers or customers. ...
