Duration
1 day
Learning Objectives
- Exposing to brand awareness and its importance
- Associating marketing with the brand strategy
- Listening to the voices of the customer (six-sigma)
- Adapting the brand for future generation of customers and users
Overview of the Course
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers. It is an identity unique to the producer, manufacturer or owner of the product or service, and therefore the brand needs to be protected and upheld.
Marketing is promoting products and services of the brand or identity, and marketing with branding leverages on the unique selling point (USP), and even if there is few USPs sometimes a re-invention how and what the brand identifies with is needed, for example looking for niche areas or adopting the Blue Ocean Strategy to compete in an area where there is no or few competitors.
In this course, delegates are exposed to the tools and techniques like the Force-Field Analysis to determine the brand position versus other brands are analysed and communicated to delegates to create an awareness of the current brand position.
SWOT Analysis is also used to identify the strengths, weaknesses of the brand and product line, as well as the threat and opportunities. Adopting Six Sigma concepts, the Voice of Customer (VoC) identifies what a prospect buyer requirement needs against the Voice of System (VoS) which is what the seller's system is able to provide in terms of product or services features, specifications, and service level.
Delegates are made aware that careful brand management seeks to make the product or services relevant to the target customers. A brand which is widely known is said to have brand recognition, which is closely associated with REAL VALUE, confidence, reliability, safety, service, trust to create a satisfied customer experience through brand experience.
In addition to this, this course recognises that the brand along with its product and services and marketing strategies must be relevant to the changing times, especially in light of the later generation (Gen Z) of youths and users, where quick gratification or quick results matter with a lot of sensory tease like sights (bold colours, geometry) and sounds among other things, and in the midst of NO BRAND LOYALTY. Delegates will be challenged to identify ways of engaging this generation, e.g. a story-telling type of brand marketing can appeal to this generation.
Course Outline
- What is a Brand?
- What can a Brand bring?
- How does Marketing market the Brand?
- The elements of a Brand:
- Name: The word or words used to identify a company, product, service, or concept.
- Logo: The visual trademark that identifies the brand.
- Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels.
- Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.
- Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.
- Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
- Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.
- Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
- Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.
- Movements: Lamborghini has trademarked the upward motion of its car doors.
- Customer relationship management
- Force-Field analysis of a Brand ( or product line)
- Activity: Perform a FF analysis on the Brand versus other similar Brands
- SWOT analysis of a Brand
- Activity: Perform a SWOT analysis on the Brand
- Voice of the Customer (VoC) and Voice of System (VoS) of a Brand
- Activity: Perform VoC and VoS
- Preparing the Brand for the new generation of customers
- Activity: Teasing the customer with the 5 senses: visual, sound, scent, touch (experience or feel), and taste...but not all senses are applicable!
- Activity: Idea bank challenge
- Idea Challenge Presentation
Course Methodology
This course is carefully designed to provide the best mix of experience, theory and practice in a professional learning environment. Formal presentations will be brief and used mainly to introduce key concepts and significant elements of branding. Emphasis is on real case studies, and practical applications through “hands-on” action learning. Throughout the course the delegates will require to have a high level of participation and group involvement.
Programme scope, delivery arrangements and suitability are confirmed during enquiry.