PeopleKnowledge

Understanding how to deliver on your brand values and promises to customers. In marketing management, managing a brand is a demanding task. Effective brand management starts with understanding what a ‘brand’ really means. It is about the application of marketing knowledge to a brand and aims to increase its perceived brand value to the consumers. Branding starts from studying your brand from your consumer’s perspective. Marketers need to know how important it is to deliver a brand’s value at a level which consumers can be satisfied.

Objectives:

Upon completing these 2 Days Program, participants should be able to:
• Gain a comprehensive understanding of the main issues that will facilitate the delivery of meaningful brand experiences to the consumers.
• Learn how to manage the brand by understanding what consumers really want,
• Use effective market research techniques to learn about a brand from the consumers’ perspective.

Who Should Attend:

This program is ideal for managers and executives who are recently involved in managing a brand and dealing with brand management issues within the company. It is also suitable for those who will be introducing a new brand or just want to gain insight into this area.

1. How Does a Brand Work? • Understand the importance of the ‘brand’ 2. Understand Consumers’ Perception Towards the Brand • Identify the factors influencing consumers’ understanding of a brand • How consumers learn, perceive and form an attitude towards a brand • How demographic and cultural trends are shaping consumer behavior and their implications for brand management 3. Use Market Research Techniques to Study Brand Perception • Relevant research methodologies that can be self-administered such as focus groups, in-depth interviews and surveys • How to design and conduct a simple and basic research to understand consumers’ perception of a brand

4. Building Brand Equity • What is brand equity? • How to measure brand equity with the use of market research techniques • Translate the understanding of consumers’ brand perception and build brand equity • Focus on issues including brand personality and brand experience 5. Manage Brand Equity • Grow brand values through using related brand strategies • Manage your brand within the company’s product value network 6. Create Brand Positioning • What is brand positioning? • Translate the understanding of consumers’ brand perception into creating brand positioning • Identify and develop differentiated positioning for the brand that consumers can accept • Use related positioning strategies to manage consumers’ brand expectation

Duration

2 Days, 9am-5pm

Methodology

This program will be conducted with an interactive and participative learning approach. Participants will be given a variety of activities including mini-lectures, discussions and hands-on exercises, and will work on special issues relevant to the topics.

Timothy Law

Driven by his personal motto to “impact lives through training”, Timothy’s career is fuelled by a passion to inspire others. In his role as an Organizational Learning and Development Strategist, he constantly seeks to transform the way corporations as well as individuals think in order to help them reach their fullest potential. His expertise lies in his innate ability to enhance performance management in the aspects of Human Resource (HR) and branding.

Learn more about Timothy Law