Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand

This world-class program gives you the skills to contribute meaningfully to ongoing marketing decision-making and the strategic branding of your organization's products and services. It will also give you the advanced branding strategies you need to constantly reinforce your message and put your company ahead of the competition.

Top Reasons To Choose
This Program

  • Create a customized brand communications plan using a 5-step process

  • Receive one-to-one instructor feedback during the program

  • Differentiate yourself from the competition

    • “The course has been fantastic! I would recommend it to any marketing professional. Schulich – I will be back!”

      N. RodgersAdvertising Coordinator, Napoleon
    • ““This course broadened my perspective on what a brand is and how to ensure we properly identify our brand in the market.””

      S. BurkeProduction, Atlantic Lottery
    • “This course has provided me with the theory I needed to help define and deliver an effective brand for my organization.”

      J. VizzaDirector of Brand, Pen Financial Credit Union
    • “This course provides a good scope of brand concepts and framework that could be implemented in our daily activities back at work.”

      A. SuaveManager, Strategy and Corporate Marketing, Canada Post Corporation

About This Program

  • Research shows that a strong brand can contribute up to 80 per cent to overall sales.

    Whether you are in marketing, sales or business planning, a customer’s perception of your company and its brands can change very quickly. This course will give you the advanced branding strategies to constantly reinforce your message and put your company ahead of the competition.

    This is an ideal marketing program for any business leader who wants to better understand the principles of branding and study advanced strategies to measure, develop, extend, and manage brands at the product and corporate level.

    What You Will Learn

    • Key branding definitions all managers should know
    • What is ‘brand equity’ and the critical building blocks to assure brand equity power
    • The link between building strong brands and firm financial performance
    • New ways to create strong brand associations with your target customers
    • Qualitative and quantitative tools to measure the health of your brands
    • How to build strong brands: a 5-step process
    • Communicating brands using all elements of the marketing mix
    • How to position your products and services for improved sales
    • Evaluating your corporate branding strategy
    • Brand revitalization strategies to ensure lasting brand power

    Who Should Attend

    • Managers who oversee a product or service division
    • Managers with brand management responsibilities
    • Managers wishing to learn how strong branding strategies impact customer loyalty, competitive differentiation and profitability
    • Business development managers
    • Product and brand specialists
    • Advertising and communications managers
    • Strategic planners
    • Agency executives and account managers

    A Complete Learning Approach

    • Review the 10 stages of brand relationships
    • Work on your own brand plan using a five-step planning process
    • Interactive participant exercise: developing your positioning pyramid

Course Content Details

Additional Delivery Options

Adapt this program to your organization with these additional delivery options.


Ajay K. Sirsi

Ajay K. Sirsi, PhD

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