Brand Management - An Introduction to Brand Management: Developing the Brand Plan

Course Overview

This workshop will be especially useful for marketers when they have to prepare a brand plan for the first time, or are reviewing the effectiveness of their current plans. It is also invaluable for senior managers having to evaluate the brand plans submitted to them by specialists.

Audience

This course is designed for managers and executives, irrespective of function, with limited experience of the subject. It provides an introduction and overview of the key stages in the brand planning process.

Skills Gained

Through many relevant examples and the application of a stimulating case study and group discussion, you will be able to write more effective brand plans. This workshop is designed on the principle of presenting leading-edge brand concepts for you to apply in your organisation and take new ideas and skills back to make a real difference to your performance.

You will learn about:

• Branding and the principles of marketing, brand benefits and components
• The overall brand planning process
• Market and brand situation analysis in order to identify consumer insight as the basis of future brand strategy
• How to generate ideas for brand strategy including the contents of the brand brief illustrated with examples of briefs from a number of leading brands
• The role of marketing communications and an example communications plan
• Planning and evaluating performance of the brand
• Branding issues for your organisation and development of an action plan to address them

Course Outline

• Identify the components of a brand
• Write an insightful strategic brand plan
• Conduct a market and brand situation analysis
• Generate ideas on a future brand strategy for a simulated brand scenario
• Recognise some of the contemporary issues faced by brand managers and identify the ways by which they might be tackled in your own organisation

Brand Management - An Introduction to Brand Management: Developing the Brand Plan / 0654