Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand
Branding Fundamentals
- Brand image, brand identity, brand equity: how do they all come together?
- Why do customers buy brands? The power that comes from building strong, identifiable brands
- How brand messages impact marketing effectiveness, customer loyalty and sales
Measuring the Health of Your Brand
- Qualitative and quantitative tools to measure brand health
- Using digital strategies to measure brand health
- Using a brand report card to elevate the importance of branding in your organization
Building Strong Brands to Differentiate Yourself from the Competition
- Defining what business you are in and developing your brand’s identity
- Understanding the difference between core and potential products
- Positioning your brand to set yourself apart from the competition
Branding in a Digital World
- Implications of digital and social media for brand managers
- Implementing brand identity using the marketing mix
- How to engage customers with digital marketing
Revitalizing Your Brand
- Brand extension strategies: opportunities and challenges
- How to avoid brand disruption by digital and competitive forces
- Strategies to keep your brand vital with your customers
Bonus Feature
Participants will create a customized brand plan using a 5-step process and receive one-to-one instructor feedback during the program.
