Brand Management for Practitioners

Course Overview

This workshop will expand your strategic thinking so that you learn proven techniques to sharpen your insight and brand positioning skills. You'll take back a fresh perspective that will add value to your organisation's brand planning processes.

Audience

This course is designed for brand managers, senior brand managers and marketing managers with up to five years marketing experience who are involved, or need to be more involved and confident, with the strategic positioning and planning processes in their organisation.

Skills Gained

Organisations will benefit from an understanding of clearly defined positioning and planning tools used to focus on brand value and build powerful brand platforms. You will be encouraged to take away a three step action list based on the day's work, individual issues and opportunities, to assist with immediate focus on the next brand planning period and the longer term strategic planning period.

There will be three tools you will gain to help sharpen your positioning and planning skills. By understanding the reality of a concise positioning to world class brand development you will take away a clear framework to delivering your brand effectively through all areas of the mix.

Course Outline

• Use questioning tools to push brand boundaries and help formulate better plans and strategies
• Identify and challenge assumptions in their thinking, assess implications and successfully drive a single-minded plan forward
• Focus on who is most valuable, strategically, to their brand
• Understand how to identify and articulate relevantly the 'real' brand/category issues
• Define and refine strategic options and sell them back to your business
• Understand what a brilliant and concise positioning should be and how to shape it
• Build on insights and move towards inspiration in a measured and structured way
• Explore provocation tools to challenge creative thinking in all the above brand planning areas