Strategic Brand Positioning and Marketing

Objective:

At the end of this training, participants will learn to:

• Discuss the fundamental components of brands
• Analyze the key components of brand equity
• Relate brand categories and image
• Categorize segments and positioning Achieving Marketing Excellence in Service Organizations
• Choose how to select and manage brand identities and plan brand marketing strategies
• Categorize brand media strategies and summarize how brand associations are created

Content:

Brand Equity, Categories and Image, Identifying Segments and Positioning

• Brand definition, brand vs product comparison, examples of brand architectures
• Why do brands matter, what can be branded?
• Brand assets, brand strengths and brand values, what is brand management
• Definition of brand equity, creating brand equity through awareness, image and associations
• Designing appropriate product category structures – using the CBS (Category Breakdown Structure)
• Key aspects of strong brands (performance, image, consumer judgments, consumer emotions, consumer rationale, brand significance, overall resonance with customer)
• The essentials of brand positioning and developing a strong position
• Identifying core brand associations and auditing brands

Selecting and Managing Brand Identities, Marketing Strategies, Media Strategies, Brand Associations

• Selecting appropriate brand identities, gambits to make the brand identity memorable
• Protocols for naming brands, logos, symbols, characters and slogans, packaging
• Taking a joined-up approach to designing brand marketing programs, using personalization techniques to connect with the customer
• Developing an appropriate strategy for products, channel/pricing/value engineering strategies
• Working with brand associations
• The relationship between existing and new brand associations
• The relationship between brands and channels
• Geographic factors, brand alliances and co-branding, ingredient branding, licensing brand elements