Training On Effective Institutional Branding

  • Overview

INTRODUCTION

Quite often, the full-contact sport of branding makes the difference between brand management success and failure. Institutions must therefore strengthen their brand even as rivals make every effort to undermine it. Thus, the goal of this training program is to teach participants how to build, maintain, and grow a strong institutional brand over time.

COURSE OBJECTIVES

The course's participants will be able to:

  • Understand the fundamental ideas behind institutional branding.
  • Recognize the strategic ramifications of successful branding.
  • Learn how to build a brand, how to position it in the market, and how to maintain it through time.
  • Recognize the importance of brand identity and positioning in the marketplace.
  • Find out more about brand repositioning, turnaround, and transfer.

DURATION

10 Days

WHO SHOULD ATTEND

Employees from marketing departments, managers, and senior staff members who want to learn about branding to give their organization a competitive edge.

COURSE CONTENT

Module 1: Introduction to effective institutional branding 

  • What is a brand
  • The concept of brand equity
  • Difference between brand assets, strength, and value
  • Tracking brand equity
  • Comparing brand equity profiles
  • How brands create value for the customer
  • How brands create value for the company
  • Corporate reputation and the brand
  • Reputation focus vs brand focus

Module 2: Strategic Implications of Branding

  • Brand act as a genetic programme
  • The product and the brand
  • Halo effect: Kernel and Peripheral Values
  • Advertising products through brand prism
  • Brand vs other signs of quality
  • Obstacles to the implementation of branding
  • Brand activation vs brand activism
  • Adapting to new market realities

Module 3: Brand Positioning and Identity

  • Brand identity
  • Identity and Positioning
  • Need for brand identity and positioning
  • Six facets of brand identity
  • Sources of identity
  • Building an inspiring brand platform
  • What is wrong with the current brand platforms
  • What should one expect from brand platform
  • Brand platform and product lines

Module 4: Launching the Brand

  • Difference between launching a brand and launching a product
  • Defining the brands platform
  • Choosing a name for a strong brand
  • Economics of brand positioning
  • Building brand awareness

Module 5: Growing the Brand

  • Growth through existing customers
  • Line extensions: necessity and limits
  • Growth through innovation
  • Factors of success for innovation today
  • Managing fragmented markets
  • Growth through cross-selling brands
  • Growth through internalization

Module 6: Sustaining a brand long-term

  • Brand life cycle
  • Resisting low cost revolution
  • Investing in media communication
  • Facing hard-discount competition
  • Suppressing unnecessary costs
  • Fighting value destruction through innovation and education
  • Brand equity vs Customer equity

Module 7: Brand and Products; Identity and Change

  • Brands and products: Integration and Differentiation
  • Specialist brands and generalist brands
  • Building brands through coherence
  • The three layers of a brand
  • How each brand builds the Masterbrand

Module 8: Growth through Brand Extension

  • Why are brand extensions necessary?
  • Building brand through systematic extensions
  • Identifying potential extensions
  • Economics of brand extensions
  • Avoiding the risks of dilution
  • Balancing identity and adaptation to the extension market segments
  • Keys to successful brand extensions

Module 9: Brand Architecture

  • Key questions of a brand architecture
  • Type of brands
  • The main types of brand architecture
  • Choosing appropriate branding strategy
  • Corporate branding
  • Corporate brands and product brands

Module 10: Multi-Brand Portfolios

  • Why rationalize portfolios
  • Single vs multiple brands
  • The benefit of multiple entries to a market
  • Linking brand portfolio to corporate strategy
  • Portfolio management- allocating investments equivalent to the brand potential

Module 11: Brand Transfers

  • Brand transfer vs name change
  • Reasons for brand transfers
  • Challenges of brand transfers
  • Transferring a service brand

Module 12: Brand Turnaround and Rejuvenation

  • The decay of brand equity
  • Factors of decline and deletion
  • When a brand becomes generic
  • Preventing a brand from ageing and deletion
  • Revitalizing and old brand

GENERAL NOTES

  • Our seasoned instructors, who have years of experience as seasoned professionals in their respective fields of work, will be teaching this course. A combination of practical exercises, theory, group projects, and case studies are used to teach the course.
  • The participants receive training manuals and supplementary reading materials.
  • Participants who complete this course successfully will receive a certificate.
  • We can also create a course specifically for your organization to match your needs. To learn more, get in touch with us at training@dealsontrainers.org.
  • The training will take place at DEALSON TRAINERS IN NAIROBI, KENYA in Nairobi, Kenya.
  • The training fee includes lunch, course materials, and lodging for the training session. Upon request, we may arrange for our participants' lodging and transportation to the airport.
  • Payment must be made to our bank account before the training begins, and documentation of payment should be emailed to training@dealsontrainers.org

Course Schedule:
Dates Duration Fees Location Action