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25 - SLM- Sales and Marketing


SLM 135 - Brand Management

Code Start Date Duration Venue
SLM 135 22 August 2022 5 Days Istanbul Registration Form Link
SLM 135 17 October 2022 5 Days Istanbul Registration Form Link
SLM 135 12 December 2022 5 Days Istanbul Registration Form Link
Please contact us for fees

 

Course Description

Why do some brands have such loyal followers? Why do some brands fade away quickly? How does branding work? How does one develop a strong brand? How can the value of a brand be measured? How does a company develop and fit together a brand portfolio? How should brands be managed over time and across different geographic areas? This course is designed to explore the concepts and tools that will help participants get answers for these questions. 

Course Objectives

  • Define the main concepts and explain the purpose of branding
  • Explain the processes of design and evaluate brands  
  • Describe the process and methods of brand management 
  • Formulate effective branding strategies 
  • Examine brand concepts in real‐life setting

Who Should Attend?

  • Salespeople 
  • Marketing staff 
  • Anyone who would like to develp an understanding of the topic 

Course Details/Schedule

Day 1

  • Evolution and history of brand 
  • Concepts on branding and brand management 
  • The purpose of branding
  •  Impact of brands in markets, society and business
  • Brand element choice criteria 
  • Financial brand value

Day 2

  • Product brand identity 
  • Corporate brand identity 
  • Brand design 
  • Brand identity and personality
  • Brand positioning
  • Value proposition
  • Aaker's Brand Identity Model
  • Keller´s Prism Mode

Day 3

  • Process and methods of developing brand elements 
  • Brand architecture models 
  • Branded house and house of brands 
  • Branding strategies
  • Name building process 
  • Visual brand identity
  • Design marketing and marketing communications programs

Day 4

  • Relationship of marketing mix to brand building
  • Process and methods of measuring brand performance
  • Quantitative and qualitative brand performance data
  • Various marketing intelligence acquisition methods
  • Propose brand evaluation plans

Day 5

  • Main concepts and tools for managing brands over time
  • Tools for managing brands in geographic areas
  • Tools for managing brands according to market segments 
  • Branding and ethics
  • Brand repositioning and relaunching
  • Case studies differentiate strong vs weak brands