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Course overview
It is the responsibility of all levels of corporate management including sales, marketing, engineering and finance to assist in the development of the corporate brand image. The brand represents both tangible and intangible attributes that, once promised and delivered, create customer loyalty and preference. The process of developing a brand platform needs the input and attention of all the stakeholders in the company including the customers.
This course is designed to give a thorough understanding of the elements included in developing a brand platform. It provides a step-by-step approach to obtaining customer feedback, analyzing the information and building the brand platform. The brand platform is a model for defining a brand identity. The model will define the core belief, the brand essence, value propositions and the positioning statements. Industry specific examples as well as highly recognized consumer examples will be used to create a better understanding of how a company can successful brand themselves and their products to build customer loyalty.
Further this course will provide insight into the effective marketing communications tools which currently exist to deliver the brand platform and build customer awareness. Large budgeted print advertising campaigns and trade show to inexpensive yet effective methods will be discussed.
What you will learn
- Develop a Customer Perception Audit
- Analyze Competitors and Market Factors
- Define Objectives for Brand Platform
- Utilize Research Data to Build Brand Platform
- Create Strategic Plan to Communicate Brand Messages
- Quantify Success of Branding Campaign
Who should participate
This course is designed for professional and management level people who are responsible for an organization's corporate objectives and product development. This specifically includes Executive Management, Marketing Management, Product Management and Product Development staff.
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