Description

A strong brand strengthens a company's relationship with its customers and helps create value. This training will show you how to design and implement a successful brand strategy.

Who is this training for ?

For whom ?

Marketing manager, communications manager, product manager, marketing project manager and anyone in charge of brand communication.

Prerequisites

Training objectives

Define the constituent elements of the brand

Understand the relationship of consumers to the brand

Determine the target and the identity of the brand

Make your brand identity visible

Training program

• Identify brand functions for the business
  • Definition and main constituent elements of the brand name: words, pseudonyms, letters, numbers, acronyms.
  • An element of functional and symbolic differentiation.
  • A tool of value creation.
  • An instrument for building consumer loyalty.
  • Practical work Analysis of the values ​​of a brand through its advertisements.
• Understand the relationship between the brand and the customer
  • The guarantee function: the notion of trust, labels.
  • The identification function: brand image and recognition by the consumer.
  • L emotional attachment of the consumer to the brand: loyalty, repeat purchases, role of prescriber.
  • The emergence of brand communities: consumer clubs, social networks.
  • Work practices Analysis of brand/consumer relationships.
• Building a strong brand
  • Move from business strategy to brand strategy.
  • Identify the target audience: segmentation criteria, targeting policy.
  • Define its brand identity: DNA, personality, meaning and positioning of the brand.
  • Develop the notoriety and image of your brand: the concepts of salience and resonance.
  • Elaborate the platform of its brand: DNA, value, target, positioning.
  • Practical work Identify the target and brand identity of a range of products.
• Express your brand identity
  • Enhance the name of your brand and its qualities: capitalize on its strong points.
  • Optimize the signs of brand recognition: the logo, the graphic charter, the signature, the slogans .
  • Develop 360° communication: on-line and off-line.
  • Brand architecture and extension: product brand, range brand, umbrella brand, brand -caution.
  • Brand alliance: co-branding and licensing.
  • Practical work Analyze the signage components of several brands.