BILLY ONG
Brand Management Workshop
A 2-Day Programme
 
Programme Outline
 
› Introduction
  • What is a brand – brand vs product
  • Do brands matter
  • Branding challenges and opportunities
  • Brand equity concepts
  • The four steps in the Strategic Brand
  • Management Process
 
› Identifying & Establishing Brand Positioning Values
  • Making a brand strong – brand knowledge
  • Sources of brand
  • The four steps of brand building
  • Identifying and establishing brand positioning
  • Positioning guidelines
  • Defining and establishing brand values
  • Internal branding
 
› Planning and implanting brand marketing programmes
  • The six criteria for choosing brand elements
  • Options and tactics for brand elements
  • Designing marketing programmes to build brand equity – product strategy, pricing strategy and channel strategy
  • Integrated marketing communications to build brand equity
  • Leveraging secondary brand knowledge to build brand equity
 
 
› Measuring and Interpreting Brand Performances
  • Developing a brand equity measurement and management system
  • Measuring sources of brand equity: Capturing customer mindset
  • Measuring outcomes of brand equity: Capturing marketing performances
 
› Growing and Sustaining Brand Equity
  • Designing and implementing branding strategies
  • Introducing and naming new products and brand extensions
  • Managing brand overtime
 
 
 
 
 
 
 
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