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

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3 days

Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand (Class Time: 9:00am-12:00pm)

This program is delivered in a series of short virtual classroom sessions over several days. See View Schedule at a Glance for specific dates

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.

Hide Modules

View Schedule at a Glance Hide Schedule at a Glance

Winter 2023 Program	Module Dates	Time
Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand (Class Time: 9:00am-12:00pm)	3/1/2023 - 3/3/2023	9:00 am - 4:00 pm