During the three days of the intensive course participants will learn to: Acquire and understand the concepts and basic setting of brand management, Identify the brands meaning portfolio and understand brands architecture, Discover brands strengths and weaknesses, Recognise the opportunities to present essential qualities, Work with the main decisions of branding strategy and the brands portfolio management y Examine the development implications of the brand from the point of view of communication and corporate politics, at an external and internal level. With this course students will have the opportunity of acquiring new concepts and reinforcing the knowledge applied in the professional world. The methodology used is dynamic and participative, allowing participants to learn from the experiences and opinions of others, contributing to personal enrichment and group learning.
BLOCK 1
• Brand concept from a strategic point of view
• Brand value and contribution to the generation of value within the company.
• The role of meanings in corporate strategy and the view of modern marketing.
BLOCK 2
• The brand as a business philosophy.
• Brand leadership.
BLOCK 3
• The construction of a brand: Brand identity and personality. Conceptualisation models.
• Brand values and positioning.
• Work process for the definition of identity and image valuation.
BLOCK 4
• Types of brand according to their strategic function: brand architectures and ecosystems development
• Portfolio Management, extensions, actions and co-branding.
BLOCK 5
• Brand identity and image.
• The role of product designing, graphic designing and interior design for the creation of solid brands.
• Design management and designers principles. Naming process.
BLOCK 6
• Brand communication: Brand Engagement
• Creativity in branding.
• Values contribution through publicity and communication codes. • Contact points management: The Moritz Case
• Brand leadership: The Mattel Case
Duration: 30, 1, 2 July
Destinatarios
The programme is designed for this course is designed for people with a Director General, Marketing Director or Head of Communication position in big, medium and small organisations in any sector.
