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| COURSE CONTENT |
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| DAY 1 |
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The Business Context
The Brand as a business. Critical
success factors. Business strategy
vis-a-vis the marketing strategy.
Top-line vs bottom-line & everything
in between. Setting objectives &
identifying metrics. |
|
The Brand Context
Product/Service interrogation &
insights. Brand parity & differences.
Generating competitive insights.
Brand equity and brand models. |
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The Consumer
Understanding consumer behaviour.
Qualitative & quantitative research &
techniques. Segmentation tools and
techniques. Customer data & data
analytics overview. |
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| DAY 2 |
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Creative Strategy & Evaluation
Converting Brand Strategy to
Communication Strategy.
Evolving the Creative Strategy
from the Communication Strategy.
The Creative Brief & its elements.
The difference between good
and bad creative. |
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Media Strategy
Understanding the Media context.
Setting Media objectives. Media
selection, buying and scheduling.
Implementation and evaluation. |
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Experiential Marketing
Integrating experience marketing
to the core of the Brand strategy
by defining a role and finding
solutions that combine brand
needs & consumer interaction
across touchpoints. |
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| DAY 3 |
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Interactive Marketing
Direct & Database Marketing.
Customer Loyalty & CRM. Digital
Marketing & Online Media.
Web Analytics & Social Media. |
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Brand Analytics
Role of Analytics in the brand
development process.
Best Practices, techniques & tools
involved in Brand Analytics.
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Brand Architecture
& Brand Extensions
Brand portfolio basics. Portfolio
evaluation. Portfolio enhancement.
Extensions & their role in
the portfolio. Basics of Brand
Architecture. Arriving at an
optimal Brand Achitecture. |
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