The art and science of branding is one of the most important aspects of any successful business. A great branding program clearly differentiates you from your competitors in the marketplace. This seminar focuses on how to a build powerful brand identity. Whether it is a new or existing product, you will learn how to create and implement a successful branding plan for your organization.

PROGRAM CONTENT

Building Branding Knowledge Brand identity overview What is a successful brand Brand components: brand as product, brand as organization, brand as symbol, brand as person brand essence, core brand values, extended brand values/manifestations Relation to consumer choice The Brand Identity Model Consumer Value Proposition (CVP) The connection between Brand Identity Model and the CVP CVP and marketing/business strategy

Case Study Exercise Analyze a well-known consumer brand using the elements of brand identity Identify weaknesses and strengths in the brand Recommend changes to the brand identity to make it more successful The Marketing Mix – Using Branding to Improve Your Strategy What is the impact of branding on your product, pricing, promotion and distribution of your organization’s brand(s) How to create a marketing and branding orientation in your organization Implementation and Assessment Short term plans Long term plans

WHAT YOU WILL LEARN Strengthen your understanding of the basic concept of brand identity How brand identities influence consumer choices The organizational elements of brand identity How to strengthen your business strategy with branding How to build and implement a successful branding plan for your organization

WHO SHOULD ATTEND? You will benefit from this seminar if you: work in marketing, sales or customer service have a product idea that that you would like to market have the opportunity to influence the marketing strategy of your organization are a business owner/entrepreneur

Facilitator: Ed McHugh and Bill McArthur

OTHER CUSTOMER SERVICE, SALES AND MARKETING PROGRAMS:

• Competitive Brand Marketing
• Customer Service Essentials
• Measuring Customer Satisfaction
• Professional Sales Management
• Professional Selling
• Strategic Account Management
• Strategic Marketing