Brand Workshops Course Outline

The A to Z of Branding programme will cover all the marketing components that contribute to launching and sustaining a brand. It will include brand research, logistics management, the brand communication mix, pricing, packaging, as well as brand and category management. Current threats and trends to brand building will be debated and cases will be used from various industries to illustrate principles. The programme will be interactive and up to date with global thinking.

Who Should Attend:

Brand Managers/Assistant Brand Managers, Client Service Managers, Marketing Assistants, Account Managers, HR Managers, Sales Managers and Junior Media Planners & Buyers.

Topics Covered:

• Context of branding
• Barriers to branding
• Structure and language
• The value concept
• Brand symbols
• Definitions and dimensions of brand
• The Human Metaphor
• The Iceberg Metaphor
• Client's brand
• Brand hierarchies and networks
• Types of brands and the brand portfolio
• Designing a brand identity programme
• Assessing brand image
• The role of marketing
• The marketing tool box
• Brand contact management
• Integrated Marketing Communication's role
• Do's & don'ts of branding - the Brand Report Card
• Common ingredients of power brands
• Measuring brand value, an evaluation of current methodology
• Designing a brand audit and brand planning formats
• The future of brands and branding
• Internal and external brand building
• Brand strategy vs. brand tactics
• Launching, refreshing, re-launching and revitalising brands, when and how to do it

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This Strategic Marketing programme presents a hands-on investigation of the components and process of competitive and sustainable strategy development. Current approaches to strategic marketing are debated and cases from various industries are explored to question and innovate current thinking.

Who Should Attend:

CEOs, Product and Brand Managers, Marketing and Advertising Managers, Account Managers and Sales Managers.

Topics Covered:

• The origin and philosophy of strategic marketing
• Strategic thinking vs. strategic planning
• The mind of a strategist - a parade of strategic thinkers
• The business, value chain and brand context of strategic marketing
• Leadership and management of strategic marketing
• The process of strategic marketing
• Strategy vs. tactics
• Research and analysis to gain insights
• Setting strategic marketing objectives
• Strategic approaches and challenges in the development of a competitive and sustainable strategic marketing plan
• Tactical elements of strategic marketing
• People and the integrity of business as a key component in developing, implementing and sustaining a strategic plan
• Integrated brand communications in strategic marketing
• Brand communication objectives
• Brand contact management
• The future of strategic marketing
• Developing a strategic marketing scorecard

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The Power of Ideas in Sustaining Brands and Business

This module will expose and inspire learners to the power of the human imagination in problem solving. It will increase learner confidence in generating options and in generally questioning where their business could/should be going.

Who Should Attend:

Product and Brand Managers, Marketing and Advertising Managers, Account Executives, Financial Managers, Sales Managers, PR Executives, Media Planners & Buyers, Channel Managers.

Objectives:

• To appreciate the business implications of innovation
• To understand concepts such as creativity, innovation and inspiration
• To better appreciate the dynamics of ones own creative process in the context of business
• To understand the drivers and constraints to creative thinking
• To raise confidence in thinking creatively and to understand the difference between thinking and planning
• To know some processes for generating alternative solution/options to problems
• To be able to persuasively present new ideas for approval
• Delegates will be more confident and inspired to:
• Step out of comfort zones
• Interrogate and challenge the direction of their business to ensure it remains competitive
• Be able to apply processes to identify problems/opportunities and to generate creative solutions
• Appreciate the business benefits to balancing left and right brain thinking

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In today's fast-paced corporate environment, a professional who falls short on the ability to present his or her brand effectively, actually starts out at a crippling disadvantage. In fact, no matter how good your idea is - if you can't present it effectively - you simply can't sell it. The fact is that effective brand presentation skills not only enhances your personal and professional impact, but remains one of the most powerful tools of persuasion in today's business arena.

This programme, designed to help you create that lasting impression, promote your brand and sell your service, product, or idea and will help you communicate your message to your target audience with the real impact of authenticity.

Who Should Attend:

Brand Managers/Assistant Brand Managers, Client Service Managers, Marketing Assistants, Account Managers, HR Managers, Sales Managers and Junior Media Planners & Buyers.

Key Areas of Focus that will make - NOT BREAK - your Presentation Include:

• A valuable insight into the dynamics of powerful presenting
• Methods in which to eliminate 'The Fear Factor'
• Learning how to channel nervous energy
• Effective relaxation techniques
• The design of the message
• The power of body language
• Vocal projection
• How to keep your subject matter alive
• Creating points of high impact

Anyone whose work depends on presenting projects or ideas to a captive audience will benefit from the safe and practical learning environment of this programme. By actually doing presentations filmed by a cameraman, played back and carefully evaluated, delegates will be able to see themselves first-hand through the eyes of their target market.

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What is Internal Branding

• The concept behind internal branding
• Where internal branding fits into the marketing mix
• The principles behind internal branding

The Relevance of Internal Branding in the Modern Economy

• Internal branding as a risk management tool
• Internal branding as a vehicle of change
• Understanding the economic imperatives that drive the internal brand across different brand categories
• The importance of internal brand to the economic sustainability of South Africa

Who Should Attend

Brand Managers/Assistant Brand Managers, Client Service Managers, Marketing Assistants, Account Managers, HR Managers, Sales Managers and Junior Media Planners & Buyers.

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