Modern Strategic Brand Management In-House Training Course Abu Dhabi , UAE

Course overview

Building and managing a brand plays a crucial part in making your business the number one choice of customers. Your brand defines and maintains your business’s reputation and echoes your customers’ expectations and experience. Your brand is what you offer to your customers – not just a product or service, for which there may be several other providers. A strong brand makes a business stand out in the highly competitive markets and allows you to sell your products or services at a premium. But how to create a strong brand identity? By using the proven practices of strategic brand management.

This training course is your guide to the world of strategic brand management. Participants explore what branding is about. We study the whole branding process and the way how you can identify a product’s main features, benefits, and values, achieving high brand awareness. You’ll learn what positioning is, and study how to transform your team into brand ambassadors, and how to create a unique experience at every touchpoint. The course provides insights on brand equity and value as well as a formula to build your brand name and value both locally and internationally.

At our brand management certification course, we cover several crucial points in strategic brandings, such as:

• How to develop brand positioning for your competitive advantage
• Creating a personal branding plan which lets you stand out
• Understanding techniques and tactics for developing and maintaining the brand
• Developing a unique brand that will be impossible for others to copy
• Fundamental management rules and strategies for creating an excellent Digital Branding Strategy

Who Should Attend

• Brand Managers
• Marketing Staff
• Product Managers
• Business Managers
• People who want to become Brand Managers
• Marketing Professionals who want to develop a better understanding of strategic brand management
• Professionals who interested in developing and improving an efficient brand strategy

What will you gain

• Understand why branding matters so much and how brands create Value
• Identify the best brand strategies in alignment with existing and new Market Trends
• Explore the elements of Brand Equity and identify how to build sustainable brands
• Study the process of conducting a full Brand Audit to evaluate brand performance
• Create a compelling Brand via online channels and identify the digital consumer mindset
• Learn how to craft Brand Positioning and Brand Experience by managing touchpoints
• Monitor and Evaluate your Product Branding and understand how to respond to the results
• Get the essential skills and know-how on how to improve your results as a Brand Manager
• Know how to position a Brand as relevant, distinct and engaging for your Target Customers
• Create the most efficient ways to manage your Reputation online and mitigate possible risks
• Build a Strategic Brand and track its growth and sustainability using a qualified approach

Course content

• Definitions and Anatomy of Brands
  • The meaning of a brand and why brands matter
  • Difference between branding and marketing
  • Creating Ultimate Brands – how branding became a differentiation point in the business
• Pivotal Role of Customer in Brand Building
  • Understanding the psychology of branding – know how your customers think
  • The concept and benefits of customer-based brand equity
  • Gaining and leveraging deep customer insight
  • Using insights to build a customer-focused organization
• Developing a Brand Positioning That Sets You Apart from The Competition
  • Competitive Analysis and defining your differentiators
  • Brand Essentials: values and promise
  • Segmentation and targeting and what they mean for your brand
  • Establishing brand touchpoints for engagement
  • Creating brand focus, strategy and culture as the differentiating aspects of brand
• Brand Equity – How to Generate a Value Premium
  • Understanding brand equity and essential components/elements of brand equity
  • General and specific examples of brand equity
  • Designing a brand identity and its elements
  • Creating an excellent Brand design and experience
• Brand Architecture & Naming
  • What Brand Architecture is and which are the different models
  • A branded house, a house of brands, a hybrid model and when to use each.
  • Brand portfolio - developing and managing your brand portfolio
  • Brand extensions – proven methods to stretch your reputation and popularity
  • Key things to consider when naming your brand
• Making Your Brand Sustainable
  • Best practices on how to establish brand standards and stick to them.
  • Brand protection – advice on how to protect your brand even before problems might arise
  • Brand delivery – reviewing key channels and methods.
• Brand execution – Delivering the Brand Through Channels That Work
  • Delivering the brand through pricing
  • Designing and managing the customer experience
  • Exploring unconventional methods of delivering the brand
• Building Brand That Delivers an Outstanding Customer Experiences
  • The customer experience journey and its correlation with branding
  • The purchase funnel and why you should consider during brand development
  • The touchpoint concept – identifying and prioritizing the key touchpoints
  • Implementing the brand at the key touchpoints.
• Developing and Maintaining the Brand – Advanced Techniques
  • How to manage a brand through an evolving life cycle
  • Best branding philosophies and brand growth strategies
  • Managing brands over time, geographic boundaries and market segments
  • Multisensory Branding – how to lift brand to the next level
• Turning Your Employees into Brand Advocates
  • What is brand engagement and why do you need it?
  • Human Resource Initiatives – consistent brand communication starts with people
  • Embedding the internal brand communication throughout the organization.
• Branding Reputation and Crisis Management
  • Best tools to use for controlling brand reputation
  • Preventing issues from escalating into crises – proven methods
  • Best ways to manage damaging or angry comments both in the online and offline world
  • Understanding the perfect timing for Rebranding and how to do it
• Performing a Brand Evaluation and Measuring the Results
  • Brand audit techniques that you should start using immediately
  • Measuring Sources and Outcomes of Brand Equity
  • How to interpret the results and determine what actions you should take