Developing
and Management of Corporate Identity, Branding and Advertising
Stand
out in the crowded marketplace
Did you
ever wonder how giant corporations establish their corporate images? And how
important these images are in promoting their respective franchises? You'll
discover the answers in this course. Explore in several case studies the
essential skills required to design logos, marketing materials and advertising
programs so as to establish and promote corporate identity effectively. You'll
be designing or redesigning corporate identity for both existing companies and
imaginary newly established businesses.
Who should attend?
- Senior vice presidents
- All marketing executives and managers
- Sales managers
- Advertising managers
- Product managers
- Market managers
- Senior sales representatives
- Territory managers
- Persons recently promoted to marketing or sales positions
- Persons with marketing relationships will find this course helpful
Course
Content
What
is Corporate Identity?
- Products/services
- Environments
- Communications
- Behaviour
- The logo
Who is
our audience?
- Target audiences
- Externally focused identity:
branding
- Internally focused identity:
vision
Identity
structures
- The single business identity
- The multi-business identity
- The brand based identity
- Subsidiary identity
Introducing
the Identity
- Why to introduce it
- When to introduce it
Developing
and managing the Corporate Identity program
- Investigation, analysis and
strategy
- Development
- Launch
- Implementation
- Maintenance
Branding
- What Is A Brand and why Do
Brands Matter?
- Can anything be a brand?
- Concept of Brand Equity
- Sources of Brand Equity
- Brand Awareness & Brand
Image
- Benefits from Brand Equity
- Customer-Based Brand Equity
Framework
- General and Case Discussion
Building
Brand Equity
- Brand Knowledge Structure
- Choosing Brand Elements to
Build Brand Equity
- Integrating Marketing
Communications to Build Brand Equity
Measuring
Brand Equity
- Measuring Sources of Brand
Equity
- Conducting Brand Audits
- Designing Brand Tracking
Studies
- Establishing a Brand Equity
Management System
Managing
Brand Equity
- Branding Strategies
- Introducing and Naming New
Products and Brand Extensions
- Managing Brands Over Time
- Managing Brands over
Geographical Boundaries, Cultures and Market Segments
Advertising
- what makes a good advertising campaign?
- Introduction to advertising
- How do advertisements
actually work?
- How are advertisements
perceived and processed by real consumers in everyday life?
- How effective are
advertisements in influencing purchasing behaviour?
- Different types of
advertising campaigns
- Planning an advertising
strategy
- Developing effective
advertising
- The advertising budget
- Evaluating the advertising
campaign