INTRODUCTION FOR BRAND AND MARKETING INTEGRATION

Branding drives how global networks define your value, image, and persona. Corporate leaders have traditionally spearheaded branding initiatives; however, marketing has transformed into a dynamic, powerful champion of branding strategy and execution.

This course is a blend of strategic theory and tactical guidelines, providing the foundational elements of branding. We also examine relevant, timely examples of branding in practice. These knowledge and skills allow students to explore how to develop a brand from scratch, how to manage a re-branding project, as well as how to execute day-to-day communications and successful marketing campaigns.

• Understand and develop a Corporate Strategy
• Hone your Brand Strategy to enhance the Corporate Strategy
• Define your target customers and improve their Brand experience
• Identify the fundamental steps to develop a new Brand and/or enhance an existing Brand
• Design and implement tactical integrated Branding programs that will grow the value of your organization’s Brand and business
• Create impactful marketing communications that align with Brand strategy
• Craft successful internal Branding communication programs
• Measure Brand value and manage a Brand crisis

METHODOLOGY

• Quizzes. For long, complicated training, stop periodically to administer brief quizzes on information presented to that point. Begin sessions with a prequiz and let participants know there will also be a follow-up quiz. Trainees will stay engaged in order to improve their prequiz scores on the final quiz. Further this will motivate participants by offering awards to the highest scorers or the most improved scores.

• Small group discussions. Break the participants down into small groups and give them case studies or work situations to discuss or solve. This is a good way for knowledgeable veteran employees to pass on their experience to newer employees.

• Case studies. Adults tend to bring a problem-oriented way of thinking to workplace training. Case studies are an excellent way to capitalize on this type of adult learning. By analyzing real job-related situations, employees can learn how to handle similar situations. They can also see how various elements of a job work together to create problems as well as solutions.

• Active summaries. Create small groups and have them choose a leader. Ask them to summarize the lecture’s major points and have each team leader present the summaries to the class. Read aloud a prewritten summary and compare this with participants’ impressions.

• Q & A sessions. Informal question-and-answer sessions are most effective with small groups and for updating skills rather than teaching new skills. For example, some changes in departmental procedure might easily be handled by a short explanation by the supervisor, followed by a question-and-answer period and a discussion period.

• Question cards. During the lecture, ask participants to write questions on the subject matter. Collect them and conduct a quiz/review session.

• Role-playing. By assuming roles and acting out situations that might occur in the workplace, employees learn how to handle various situations before they face them on the job. Role-playing is an excellent training technique for many interpersonal skills, such as customer service, interviewing, and supervising.

• Participant control. Create a subject menu of what will be covered. Ask participants to review it and pick items they want to know more about. Call on a participant to identify his or her choice. Cover that topic and move on to the next participant.

• Demonstrations.  Demonstrate the steps being taught or the processes being adopted.

• Other activities.

• Create a personal action plan

• Paraphrase important or complex points in the lecture

COURSE CONTENT

Day 1: 9.00am – 5.00pm

MODULE 1:

Overview of Integrated Branding

• What is Integrated Branding
• Why do we need Integrated Branding
• Defining Business Scope for business success and economic value
• Identifying when to change Business Scope

Module 2 :

Corporate Strategy

• Understanding Brand Strategy and Brand Execution Foundational Structure
• Corporate Strategy Fundamentals (Vision, Mission, Objectives, Values and Promise)
• Corporate Strategy brought to life
• How to navigate ahead of your competitors’ Corporate Strategy
• Assessing the strength of your Corporate Strategy

Module 3:

Brand Strategy

• Brand Strategy Fundamentals (Vision, Mission, Objectives, Values and Promise)
• Brand Strategy in practice
• Where do you fit in the Brand Architecture spectrum

Module 4:

Brand Essence

• What is brand essence and why is it important for your brand
• Devising a positioning statement
• Discovering your personality, tone & manner
• Applying brand essence to marketing communications

MODULE 5 : Customer Targeting and Customer Experience

• Defining your target audience
• Aligning your brand to your target audience
• Mapping the customer experience
• Managing the moments of truth

Day 2: 9.00am – 5.00pm

MODULE 6 :

Developing a Brand

• What are the primary elements of brand identity
• Producing a brand identity brief
• Generating ideas for brand names
• Decision criteria and process for brand name decision
• Creative options for brands, logos and icons
• Constructing a tag line
• Executing with consistency

Module 7 :

Executing Brand Communications

• Formulating key messages and benefit statements
• Building brand guidelines
• Marketing’s role in building brand
• Planning the brand investment
• Choosing the right media for the right task

Module 8

Internal Branding

• Why the need for internal branding
• What drives internal brand strategy and how do we track success
• Internal branding in practice
• What are the challenges facing internal branding initiatives

Module 9

Measuring Brand Value

• Why brand measurement is essential from all perspectives
• How can you measure and define brand value/equity
• Which types of metrics can you use to measure brand
• Customized and current examples of brand measurement

Module 10

Managing the Brand

• How to monitor and manage a brand’s effectiveness
• What to do when your brand is facing crisis
• Course summary and conclusions

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