Delegates will attain the following objectives through the course:

• Grasp the Authentic Essence of Value, comprehending its creation and dissolution.
• Discern the Impact of Brands on Customers’ Minds, Attitudes, and Behaviors.
• Acquire the skills to utilize Product/Service and Corporate Brands in the generation of enduring value.
• Gain insights into branding strategies for the online landscape.
• Develop proficiency in formulating and implementing Brand Plans and Strategies, both in digital and traditional contexts.
• Appreciate the pervasive influence of Vision, Values, and Culture across all facets of the brand.
• Distinguish the unique attributes that set a ‘Brand’ apart from a ‘Product.’
• Grasp the dynamics of value creation and destruction, recognizing the pivotal role of brands in this process.
• Comprehend Customer segments and personas.
• Master the art of crafting and effectively communicating compelling value propositions that bolster the brand.

This highly engaging training program incorporates various interactive elements such as workshop exercises, both individual and group activities, in-depth analyses of brand case studies, and role-playing exercises. These activities are complemented by a series of lectures presented through a dynamic combination of slide presentations, video materials, and facilitated Q&A sessions.

The workshop is designed to be experiential, providing participants with hands-on learning opportunities. Attendees will have complimentary access to proprietary software tools developed by the trainer, aiding them in the formulation of their brand strategies. Expert insights and knowledge are drawn from reputable sources, including testimony from experts and references from esteemed institutions such as Harvard Business School and The Chartered Institute of Marketing.

This experiential approach ensures that delegates not only gain theoretical knowledge but also leave the course fully equipped to effectively manage their brand portfolios from day one.

Numerous individuals stand to gain substantial advantages from participating in this training. Particularly, but not exclusively, the following professionals would find significant value:

• Marketing Executives
• Members of Boards
• Product Managers
• Key Account Executives
• Business Development Professionals
• Entrepreneurs
• Owners of Small and Medium-sized Enterprises (SMEs)

DAY ONE: CORPORATE IDENTITY

• Defining Mission, Vision, & Values
• Crafting Brand Architecture
• Cultivating Corporate Culture
• Managing Corporate Image
• Establishing Market Positioning

DAY TWO: ESTABLISHING BRAND VALUE

• Identifying Customer Segmentation
• Developing Customer Personas
• Constructing Value Propositions
• Evaluating Proposition Value/Metrics
• Engaging in Cross-Business Proposition-Building Exercises
• Implementing Up and Cross-Selling Strategies

DAY THREE: SOCIAL ENGAGEMENT

• Formulating Audience-led Social Marketing Plans
• Analyzing Metrics & Outcomes of Social Media Campaigns
• Planning Cross-Business Social Media Campaigns
• Understanding Value Chains
• Implementing Value Chain Management

DAY FOUR: PSYCHOLOGY OF CUSTOMER ENGAGEMENT

• Exploring the Customer’s Psychology
• Recognizing Customer Personality Types
• Applying Behavioral Economics
• Understanding Heuristics & Habits
• Incorporating the Science of Persuasion

DAY FIVE: DEVELOPING CORPORATE BRANDING STRATEGY

• Account Selection Strategies
• Aligning Propositions with Customer Personas
• Navigating Social and Online Platforms: Choosing Platforms and Voice
• Crafting a Compelling Online ‘Elevator Pitch’
• Evaluating Metrics & Outcomes
• Allocating Resources