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

Course Overview

Building and managing successful brands is one of the key marketing value drivers today. The ability to develop brand vision and insight to really engage your target market is at the heart of effective brand strategy together with excellence in designing an integrated marketing mix to bring this to life. Great brand plans bring all these elements, and more, together to help communicate internally and externally how equity will be built and protected.

This course is designed to help managers to write effective and insightful brand plans. It covers the key stages in the brand planning process including market and brand situation analysis, targeting future brand propositions, developing integrated communications and planning and controlling brand performance. It aims to achieve this in a fun, interactive and stimulating environment.

Audience

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.

Skills Gained

Benefits for your organisation:

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 at work.

Benefits for you as an individual:

This course will help you appreciate the key steps in developing a strategic brand plan. You will benefit by comparing your company's approach to that of other delegates and the case studies used. You will leave equipped with a brand planning framework and an understanding of the key activities that build brand equity.

You will learn how to:

• Identify the components of a brand
• Identify where consumer perceptions of a brand come from
• Conduct a market and brand situation analysis
• Generate ideas on a future brand strategy for a simulated brand scenario
• Critically assess a real brand plan
• Recognise some of the contemporary issues faced by brand managers and identify ways by which they might be tackled in your own organisation
• Structure the contents of a brand guideline document
• Write an insightful strategic brand plan

Prerequisites

Delegates are sent and asked to assess the strengths and weaknesses of an actual brand plan and a short case study prior to the course. These are used on the day to help consolidate your learning and provide examples to refer to when writing your own brand plans back at work. Key reading, texts and web sites are also suggested for those who want to follow-up after the course.

To take away from the course:

• A strategic brand planning framework
• A market and brand situation analysis framework
• A brand positioning statement and brand key framework

An outline model answer for the brand case study A real brand plan

Course Outline

• 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 the performance of the brand
• Branding issues for your organisation and development of an action plan to address them

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