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.