Certificate in Brand Strategy Training Course

Why select this training course?

In today’s corporate environment, what stands a company out isn’t only its products but also its brand identity. No company or firm can compete in the global market if its services and products are not unique and synonymous with an accepted brand. It, therefore, becomes critical for businesses to have innovative and effective brand management strategies. Brand strategy and management cut across every company’s department and are vital for productivity.

What are the ways to attract customers to your brand?

The type of audience you attract or wish to attract to your business is based on the strength of your brand identity. Brand identity defines a company’s values and objectives and helps attract clients and customers with similar goals to the organization. Knowing your target market’s beliefs, priorities, and goals in using your brand is crucial to attracting and retaining consumers. Another way is using direct response marketing to attract new clients to your brand. This strategy enables you to design a roster of interested clients that can be contacted for events, newsletters, sales, and other reminders. Other techniques include:

• Utilizing referrals
• Re-establishing connections with older clients
• Partnerships
• Updating the reach of your business

What are the types of branding? 

The term brand identifies a seller or producer with a product. It, however, goes beyond the identity of the product’s manufacturer, especially in today’s high-tech and socially connected world. A brand is a company’s reputation and is utilized in telling the story of the company’s products, values, and objectives. Modern branding allows producers to create communities of typical customers and galvanize them into one common cause or issue. There are broadly three types of branding employed in today’s corporate and business environment: product branding, personal branding, and company or corporation branding. Each branding technique has its unique features and industries that function effectively.

The Rcademy Certificate in Brand Strategy Training Course is designed to provide participants with the core principles and concepts of brand management and how to develop and maintain brand identity. The course also covers global marketing practices of successful companies across the globe, design, and delivery of measurable results across a brand value chain. In addition, attendees learn how to establish a brand voice, storytelling through brand advocacy, and various marketing concepts.

Who Should Attend?

The Rcademy Certificate in Brand Strategy Training Course is designed for professionals in the marketing and branding industries and everyone interested in furthering their knowledge in such sectors. The following individuals should attend this course:

• Marketing managers: charged with designing and executing strategic marketing campaigns for a company to attract potential clients while retaining old ones
• Sales experts: tasked with preparing marketing budgets, heading sales teams, evaluating market trends, and forecasting sales
• Brand managers: responsible for ensuring that a firm’s services, product lines, and products line resonate among potential and existing clients
• Brand analysts: tasked with performing brand evaluations, product analyses, marketing analyses, and competitive analyses on behalf of a company
• PR professionals: are responsible for managing the image of an organization, conducting press briefings, and attending and organizing promotional programs like exhibitions, visits, conferences, and tours
• Brand influencers: charged with generating and editing content on behalf of a brand, implementing brand feedback, and conveying enthusiastic information about a brand
• Start-up founders: charged with conceiving, generating, and developing a business from ideation to completion
• Business managers: responsible for monitoring and heading employees to ensure maximum operation of services and productivity
• Advertising experts: responsible for converting creative and innovative ideas into advertisement campaigns on behalf of a company
• New business owners: responsible for the general direction, growth, stability, and operations of a business franchise
• Every other person interested in learning about the principles and core concepts of branding

What are the course objectives?

The Rcademy Certificate in Brand Strategy Training Course is produced to help attendees achieve the following outcomes:

• Understand the principles and core concepts of branding and how to design and deploy effective branding strategies
• Learn how to identify specific branding strategies that are suitable for particular companies
• Learn about branding best practices and the principles of brand management
• Recognize the techniques of transforming from brand management to strategic brand management to boost customer engagements
• Learn ways to measure the success of a branding campaign using various management tools
• Understand the basics of brand equity and how to integrate employees into the company’s brand goals
• Learn how to define a brand’s target audience

How will this course be presented?

This course is participant-oriented and is specially designed to meet participants’ expectations and enhance their knowledge and skills. Various renowned practical approaches and techniques that will ensure constant and active learning by the participants will be used to deliver the course. Professionals who have garnered years of experience and practice will teach the course within the field. The course modules are curated from in-depth and extensive research on the subject matter.

The Rcademy Certificate in Brand Strategy Training Course includes practical and theoretical learning by providing participants with slides on the concept, case studies, lecture notes, and real-life scenarios. Attendees will also be able to partake in quizzes, presentations, seminar workshops, and constant feedback on the lessons learned to confirm their optimal satisfaction.

What are the topics covered in this course?

Module 1: Introduction to Branding

• Introduction and definition of terms
• Types of brands
• Brand value
• Integrating brand into the DNA of customers and products
• Difference between brand and advertisement
• Employee branding vs Internal branding
• Building customer advantage

Module 2: Brand Strategy and Management

• Designing a strategic brand
• Positioning and defining brand for value addition
• Deploying a brand strategy
• Measuring brand performance
• Understanding brand success and Identity
• Brand elements

Module 3: Developing Brand Equity

• Definition of brand equity
• The scope and limits of branding
• Understanding brand equity models
• The brand resonance model
• Customer-based brand equity
• The Role of Brands
• Auditing brand equity
• Brand bubble trouble

Module 4: Creating a Brand Position

• Identifying brand competitors
• Understanding the concept of brand positioning
• Positioning for profit
• The competitive frame of reference in branding
• Identifying competition for various brands and products
• Brand best practices
• Attaining high growth using correct brand positioning

Module 5: Managing Brand Equity

• Brand value creation
• Importance of managing a brand’s equity
• Financial analysis
• Measuring a brand’s worth
• The inter-brand valuation method
• Brand strength
• The benefits of brand revitalization
• The importance of re-enforcement in managing a brand’s equity

Module 6: Evaluating Brand Competitors

• Performing a SWOT analysis
• Recognizing the Point-of-Parity (PoP)
• The straddle positioning
• Brand mantras
• Identifying various frames of references
• Partnering with competitors
• Optimal point-of-difference or PoD

Module 7: Innovation Strategies

• Impacts of Innovation on brand growth
• Critical Characteristics of innovative organizations
• The principles of innovation
• Designing a business case for change
• Executing an innovative marketing strategy

Module 8: Brand Differentiation Strategies

• Brand strategies for small business
• Importance of brand differentiation in attaining competitive advantage
• Cultural branding
• Brand journalism
• Types of differentiations
  – Employee differentiation
  – Service differentiation
  – Channel differentiation
• Emotional branding
• Alternative techniques for brand positioning
• Storytelling and brand narratives

Module 9: Planning and Marketing Strategies

• Evaluating current and future brand environments
• Resource requirements and critical variables
• Developing marketing objectives and goals
• Writing a marketing plan
• How data/information influences decision-making
• Monitoring and measuring progress

Module 10: Building on the Brand Equity

• Building a brand community
• Choosing brand elements for a brand
• Designing selected brand elements
• Designing a comprehensive marketing activity
• The brand value chain
• Measuring brand equity
• Leveraging internal branding