Branding
“Be yourself. Everyone else is taken”
- Oscar Wilde
Overview
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This workshop takes directors and managers, with sound marketing knowledge through a detailed analysis of the branding theory and enables them to build a strong brand strategy for their company.
Objectives & Benefits
Participants will be able to:
- Gain insights into the various branding concepts and the related business issues
- Understand the two different branding dimensions and the related brand architectures
- Gain an understanding of the fundamental steps in creating brand experiences
- Understand the steps for the strategic brand positioning of products & services
- Analyze and build the branding strategy of their company’s products & services
Workshop Outline
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Brand Considerations
- Brand - Branding
- History of branding
- Brand Name
- Brand Equity
- Brand Identity
Brand Loyalty
Why Branding
Corporate vs Product Branding
Brand Architecture
- House of Brands
- Branded House
- Stand Alone Brand
- Monolithic or Umbrella Brand
- Dual or Enhanced Brand
The Private Brands
Brand vs Line Extension
Brand Inertia
Customer Switch
Brand Experience
- Awareness
- Recognition
- Trial
- Preference
- Loyalty