THE BRAND MANAGEMENT MASTER CLASS

Transcription

1 THE BRAND MANAGEMENT MASTER CLASS

2 OVERVIEW The Brand Management Masterclass provides delegates with insights to help them plan, create and maintain a healthy purpose-led brand. Delegates will gain skills and ideas to form effective brand building strategies. Central to this course is the identification of a unifying purpose that will define the greater value the brand provides and through its purpose. Successful brands are built on hard-earned reputations, but the loss of a reputation may be catastrophic. It takes years to build a good reputation and so it is advisable to have the right strategies in place to protect your investment online and offline. This masterclass is designed to help you create a strategy for a successful global brand. The three-day course will provide strategic insights into the process for your transformation and enable you to evaluate your existing strengths and weaknesses. Consider how to grow your brand across international and cultural boundaries and avoid letting your brand get lost in translation. HOW WILL YOU BENEFIT In a crowded and constantly changing world, Brands stand apart from the competition to provide sense and order to their customers. A strong brand reputation helps to engage better staff, win valuable contracts, attract quality suppliers and earn customer loyalty. This program provides attendees with a holistic understanding of how to create, manage and sustain an effective brand strategy. Delegates will learn through contemporary case studies, relevant exercises and group conversation. Attendees will examine which measures they can take to minimise the risks of damaging their brand s reputation. The course will cover methods to measure external perception and explain what a brand can do when something goes wrong. DURATION: 3 Days DATES: Nov 20-22, 2018 TIME: 9 AM - 5 PM VENUE: Shangri-La Hotel, City Center, Doha, Qatar ABOUT THE COURSE LEVEL: Master Class PRICE: 6000 QAR * All CIM members receive a 10% discount. IS THIS COURSE FOR YOU? This Brand Strategy Masterclass is designed for people responsible for growing and protecting their brand(s) value. The attendees will ideally have the influence to manage and instigate strategic brand communications. This course is for Marketing professionals, Marketing Executives, Marketing Managers, Marketing Directors, HR, Internal Communications, Managing Directors, Business Owners, from start-ups to established enterprises. WHAT WILL YOU LEARN? Defining the brand: Personality, Mind and Heart Organising the brand: Single Brand, Branded, Endorsed and Hybrid. Brand valuation: models of equity and valuation Brand motivation purpose, vision and values Brand psychology: personality profiling and archetypes Brand as community: ethos, leadership, ambassadors and champions Brand aesthetics: identity through name, logo, colour and type Brand experience; touchpoints, customer journeys and social media Employer Brand: attraction, retention and engagement Brand protection; intellectual property, reputation and risk management.

3 HOW WILL YOU LEARN? Contemporary and historic real-world examples and analysis Review and discussion Team exercises and role play Creativity and expression Video examples Self-assessment and action planning Bring a laptop or tablet, paper and pens and make notes and research Internationally experienced Course Director and TEDx Speaker with three bestselling brand strategy books COURSE DIRECTOR Paul Hitchens is a TEDx Speaker and the author of three bestselling books on branding published by Hodder Education: Brand Management In A Week, Successful Brand Management and Create the Perfect Brand. His experience in the creative industries spans three decades in advertising, branding, design and marketing. He is a founding partner of Verve Brand Consultancy and has been interviewed on national radio and television, including; BBC, ITV and Channel5 News He is an experienced course director and has created and delivered popular courses and bespoke professional training in the UK and internationally since the publication of his first book in 2010.

4 LECTURE OUTLINE Day Topic Description Brand Purpose The meaning of brands Principles Definitions, historical context, advantages Reason for being Benefit the brand provides, aims and aspirations 1 Brand archetypes The psyche of the brand Equity and valuation Types of equity, architecture and valuation Employer branding How to attract, retain and engage 2 3 Brand Expansion Brand Protection Expanding your brands reach Evolution - From value to premium brand From manufacturer to brand Transform from manufacturer to brand owner Natural resource Capitalising on a nations natural assets Migration Developing new markets through the movement of expatriates National Culture Brand building through cultural assets Brand Acquisition Accessing markets by buying trusted Brands Protecting your investment Innovation Value of design and creativity Customer experience Customer journey and touchpoint performance Brand Identity The elements and aesthetics of identification Brand Guardians Brand book, Guidelines and Intellectual Property Reputation Management Reputation protection and risk management

5 REGISTRATION FORM Please complete this form and mail to: Call: Delegate Details Title: Mr. Name: Job Title: Mrs. Ms. Title: Mr. Name: Job Title: Mrs. Ms. Organization Details Contact: Contact Details: City: Country: Phone: Fax: Address: Nature of the Business: Website: Authorization Signatory must be authorized on behalf of contracting organization: Name: Date: 6,000 QAR Booking is invalid without a signature. Mode of Payment - Bank Transfer. Payment is required within 7 working days. Signature: BOOKING CONDITIONS The following booking cancellation fees apply. Number of Day s Notice 45 + days days days 0 14 days (day of course) % Course fee payable Cancellation No Charge 25% of fee due 50% of fee due 100% of fee due % Course fee payable Transfer No Charge 25% of original fee 50% of original fee 100% of original fee Please note that the Excellence Training Centre reserves the right to change or cancel the course due to unforseen circumstances. TERMS AND CONDITIONS Please refer to our booking form for our terms and conditions.

6 FOR INQUIRIES AND MORE Contact us at: / / / (Regular Calls or Whatsapp) us at: or Visit our Centre at: 44 Bilal bin Rabah Street, Opposite to Ahli Sports Club Gate no : 2, Villa no : 22, Doha Qatar, Qatar