Branding is the process by which companies distinguish their product offerings from the competition. A brand is created by developing a distinctive name, package, and design, and by arousing customer expectations about the offering. This course tackles all the competencies needed to build a strong organizational brand and evaluate its performance and perceptions in the marketplace. It also details the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies, and the signs that can indicate a troubled branding strategy.
Day 1: Definitions and anatomy of brands
Day 2: Brand planning models
Day 3: The strategic brand management process
Day 4: Brand equity and identity
Day 5: Building brand portfolios
Brand evaluation