There are three ingredients every company needs for branding success: a brand manager, a brand, and the consumer. But how do these ingredients relate and what are they comprised of that makes them so important? This course will demonstrate how each ingredient reacts to the other in order to create a valuable, long-lasting brand. First, you will learn about the responsibilities of a brand manager, from conception of a brand to building, evaluating, and maintaining brand equity. Then, you will be introduced to a brief history of branding and its intended purpose. This also includes the elements of a great brand, and current trends in branding. Finally, you will recognize the components and intricacies that make up your consumer, how to appeal to the consumer, and one of the most important facts of all: how the consumer dictates your brand equity. By the end of this course, you will apply all of these ingredients and assemble a recipe of your own as a foundation for effective management of your brand.
By the end of this certification training course, participants will learn to:
Definitions and Concepts
The Brand and the Customer
Brand Equity and Brand Value
Building Brand Portfolios
An Overriding Principle
The Challenges of Branding
Designing Brand Identity
All those involved in decisions and actions impacting the health of the brand. It is also of direct interest to marketing, product and brand managers and supervisors. The concepts introduced are also of key importance to those managers who chart the overall strategic and operational policies of the company.