Strategic Brand Management

Content
1 module

Difficulty
Intermediate

Course Length
68 mins

Instructor
Francis Dalton

Price
€69.00

Description

Develop, protect, and expand your brand

The process of strategic brand management utilizes an analytical approach to achieve branding goals. By incorporating both right brain and left brain thinking, strategic brand management creates a unique combination of creative business strategies. Through the integration of these creative business strategies with traditional business management skills, a more effective brand management plan arises. This course provides an extensive and comprehensive overview of all the processes that go into strategic brand management.

Price: €69+ local tax (vat 23% €85) - Access for 365 days

Objectives

Welcome

 

Introduction

 

Introduction to Branding

 

Overview

 
 

History of Branding

 
 

What is a Brand?

 
 

What is Brand Identity?

 
 

When Is Branding Needed?

 
 

Brand Story

 
 

The Importance of Branding

 
 

Chapter Summary

 

Research - Knowing the Consumer

 

Overview

 
 

Methods of Research

 
 

Types of Research Strategies

 
 

Marketing Research

 
 

Consumer Segmentation

 
 

Chapter Summary

 

Brand Strategy

 

Overview

 
 

Building a Strategy

 
 

Vision

 
 

Core Values

 
 

Market Analysis

 
 

Positioning

 
 

Chapter Summary

 

Marketing Concepts

 

Overview

 
 

Development of Marketing

 
 

Principles of Marketing

 
 

Product

 
 

Price

 
 

Pricing Strategies

 
 

Channels of Distribution

 
 

Promotion

 
 

Chapter Summary

 

Creative Strategy - The Elements of Branding

 

Overview

 
 

First Impressions

 
 

Elements of Branding

 
 

Graphic Standards

 
 

Brand Touchpoints

 
 

Brand Architecture

 
 

Types of Branding

 
 

Chapter Summary

 

Generating Brand Awareness

 

Overview

 
 

Planning and Testing

 
 

The Launch

 
 

Business Packaging

 
 

Online Identity

 
 

Environmental Design

 
 

Advertising

 
 

Integrated Brand Communications

 
 

Co-Branding

 
 

Chapter Summary

 

Evaluating Brand Effectiveness

 

Overview

 
 

Brand Value as % of Market Capitalization

 
 

Three Basic Areas to Measure

 
 

Other Things to Consider

 
 

Performance of Touchpoints

 
 

Chapter Summary

 

Managing the Brand Over Time

 

Overview

 
 

Models of Organization

 
 

Employee Education

 
 

Internal Team

 
 

Consistency and Commitment

 
 

Who Needs Access

 
 

Differing Points of View

 
 

Expansion

 
 

Revitalization

 
 

Brand Stewards

 
 

Chapter Summary

 

1
Strategic Brand Management
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Disclaimer


The material on this website and the courses/publications provided are educational in nature. Learning and skill development takes time, so you should progress slowly to achieve the best results. Professional advice is essential when using any material of a financial education nature as the material cannot be specific to your unique situation. 


We have used all reasonable effort to ensure the information on this site is as accurate as possible. However we provide no warranty or guarantee that information and materials provided are accurate, complete or current.

 
The material on this website is provided “as is.” Secarata Ltd. disclaims any warranties, expressed or implied, regarding its accuracy or reliability, and assumes no responsibility for errors or omissions. We accept no liability for any injuries or damages caused by acting upon or using the content contained in the course material.

 
Refunds

Refunds will only be granted in extenuating circumstances and at the sole discretion of the Directors. Once a course is commenced no refunds will be issued.


Course Access 

Students will have access to online content once the full payment is made. Normally courses are available for 12 months however for some discounted courses the period may be reduced to 90 or 180 days.

 
For most courses access is immediate on payment, however for our Professional Programmes and for courses paid by instalments it may take 12-48 hours.


In the case of Professional Membership, which is paid monthly, access is cancelled if membership is either cancel or unpaid for a period.  

If you have any queries please contact us at fran.dalton@gmail.com  or +353 (0)83 152 6813 

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