Branding is the process by which companies distinguish their product offerings from the competition. A brand is created by developing a distinctive name, package, and design, and by arousing customer expectations about the offering. This course tackles all the competencies needed to build a strong organizational brand and evaluate its performance and perceptions in the marketplace. It also details the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies, and the signs that can indicate a troubled branding strategy.
This course is targeted at managers and marketing personnel who wish to learn how to interpret the potential effects of various brand strategies and tactics and assess the value of any type of brand. This course is also ideal for marketing professionals who would like to strengthen, develop, and enhance their strategic marketing skills and obtain the highest Return On Investment (ROI) from managing their organization’s brand
At the end of this course the participants will be able to:
