Quite often, the difference between brand-management success and failure comes down to the full-contact sport known as branding. Therefore, institutions must build their brand up, even as competitors are doing everything they can to knock it down. This training programme is thus designed to help the participants understand how to create and manage an effective institutional brand and sustain it in the long run.

COURSE OBJECTIVES

At the end of the course, the participants will be able to:

• Understand basic concepts about institutional branding.
• Understand the strategic implications of effective branding.
• Gain skills on how to create a brand and position it in the market and how to sustain it in the long-term.
• Appreciate the need for branding identity and positioning in the market.
• Learn more about brand rejuvenation and turn around and brand transfer.

DURATION

10 Days

WHO SHOULD ATTEND

Employees from the marketing departments and managers and senior staff members who want to learn about branding in order to create a competitive advantage for their institution.

COURSE CONTENT

Module 1: Introduction to effective institutional branding 

• What is a brand
• The concept of brand equity
• Difference between brand assets, strength, and value
• Tracking brand equity
• Comparing brand equity profiles
• How brands create value for the customer
• How brands create value for the company
• Corporate reputation and the brand
• Reputation focus vs brand focus

Module 2: Strategic Implications of Branding

• Brand act as a genetic programme
• The product and the brand
• Halo effect: Kernel and Peripheral Values
• Advertising products through brand prism
• Brand vs other signs of quality
• Obstacles to the implementation of branding
• Brand activation vs brand activism
• Adapting to new market realities

Module 3: Brand Positioning and Identity

• Brand identity
• Identity and Positioning
• Need for brand identity and positioning
• Six facets of brand identity
• Sources of identity
• Building an inspiring brand platform
• What is wrong with the current brand platforms
• What should one expect from brand platform
• Brand platform and product lines

Module 4: Launching the Brand

• Difference between launching a brand and launching a product
• Defining the brands platform
• Choosing a name for a strong brand
• Economics of brand positioning
• Building brand awareness

Module 5: Growing the Brand

• Growth through existing customers
• Line extensions: necessity and limits
• Growth through innovation
• Factors of success for innovation today
• Managing fragmented markets
• Growth through cross-selling brands
• Growth through internalization

Module 6: Sustaining a brand long-term

• Brand life cycle
• Resisting low cost revolution
• Investing in media communication
• Facing hard-discount competition
• Suppressing unnecessary costs
• Fighting value destruction through innovation and education
• Brand equity vs Customer equity

Module 7: Brand and Products; Identity and Change

• Brands and products: Integration and Differentiation
• Specialist brands and generalist brands
• Building brands through coherence
• The three layers of a brand
• How each brand builds the Masterbrand

Module 8: Growth through Brand Extension

• Why are brand extensions necessary?
• Building brand through systematic extensions
• Identifying potential extensions
• Economics of brand extensions
• Avoiding the risks of dilution
• Balancing identity and adaptation to the extension market segments
• Keys to successful brand extensions

Module 9: Brand Architecture

• Key questions of a brand architecture
• Type of brands
• The main types of brand architecture
• Choosing appropriate branding strategy
• Corporate branding
• Corporate brands and product brands

Module 10: Multi-Brand Portfolios

• Why rationalize portfolios
• Single vs multiple brands
• The benefit of multiple entries to a market
• Linking brand portfolio to corporate strategy
• Portfolio management- allocating investments equivalent to the brand potential

Module 11: Brand Transfers

• Brand transfer vs name change
• Reasons for brand transfers
• Challenges of brand transfers
• Transferring a service brand

Module 12: Brand Turnaround and Rejuvenation

• The decay of brand equity
• Factors of decline and deletion
• When a brand becomes generic
• Preventing a brand from ageing and deletion

• Revitalizing and old brand

GENERAL NOTES

• This course is delivered by our seasoned trainers who have vast experience as expert professionals in the respective fields of practice. The course is taught through a mix of practical activities, theory, group works and case studies.
•        Training manuals and additional reference materials are provided to the participants.
•        Upon successful completion of this course, participants will be issued with a certificate.