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Building Brands Foundations
April 4
This masterclass will provide members and learners with an understanding and appreciation of core marketing principles that need to be in place to build a strong brand with a unique and relevant positioning and will help them build a distinctive personality.
This content is suitable for brand marketers, brand owners, small business owners, and ageny client services.
Topics Covered:
- What is a brand and why it is important to all marketing streams and the broader commercial team
- Brand Purpose – when to have one and when it may not be relevant
- Brand Equity – what it is, how it is calculated and how can marketers influence it
- Brand Architecture – hierarchy frameworks and brand structure for growth
- Brand Positioning – why is it important, how is it developed and how is it maintained.
- Mental and Physical availability – what are they and how do they build brands
Learnings Outcomes:
- Understand the strategic role brand building plays in marketing and the broader business
- Know the factors that influence building and maintaining a strong brand
- Know how to structure and stretch a brand to optimise growth
