BRAND STRATEGY

389,00€

Brand Strategy aims at initiating students to the universe of brands and the basic notions of brand management. The course explores the multiple facets of branding and explains why brands are so important in today’s globalised and hyper-connected world. It looks at brand equity from a traditional customer viewpoint but also updates this model by taking into account all stakeholders.

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ABOUT THE COURSE

Brand Strategy aims at initiating students to the universe of brands and the basic notions of brand management. The course explores the multiple facets of branding and explains why brands are so important in today’s globalised and hyper-connected world. It looks at brand equity from a traditional customer viewpoint but also updates this model by taking into account all stakeholders. The course explains the tools that marketing and advertising professionals use to position brands and differentiate them effectively from the competition in order to make them profitable entities.

TARGETED COMPETENCIES

At the end of this course, you will be able to :

1. Understand and identify the role of the brand in marketing strategies

2. Understand the notion of brand equity and to identify the different components and their respective roles                

3. Understand and identify through case studies the different levels of brand awareness         

4. Understand and identify through case studies, brand image, reputation and differentiation  

MODULES

  • Module 1 : Introduction
    Sequence 1: Origin of Branding
    Sequence 2: Product versus Brand
    Sequence 3: History and Evolution of Branding
    Sequence 4: From Basic Branding to Brand Universe Sequence 5: The Scope of Branding Today
    Sequence 6: Brands and People
    Sequence 7: The Birth and Death of a Lifestyle Brand
  • Module 2: Brand Equity
    Sequence 1: Definition and Brand Ranking organisations Sequence 2: The Basic Components of a Brand that gives it Value
    Sequence 3: Keller's Brand Equity Pyramid or Customer-based Brand Equity Pyramid
    Sequence 4: The KofiBi Case using Keller's Pyramid Sequence 5: Stakeholder based Brand Equity
  • Module 3: Brand Positioning - Part 1
    Sequence 1: Introduction and STP Process
    Sequence 2: The Importance of Communication in Positioning, The Media Environment
    Sequence 3: Positioning Brands with Perceptual Maps Sequence 4: Binary Market Domination: Leaders and Challengers
    Sequence 5: Internal Positioning
  • Module 4: Brand Positioning - Part 2
    Sequence 1: The Role of the Brand slogans
    Sequence 2: Hard Selling Versus Soft selling
    Sequence 3: Product Positioning vs Consumer Positioning in Communication
    Sequence 4: Extrapolated Positionings
    Sequence 5: Comparative Positionings
    Sequence 6: Ethnocentric Positionings
    Sequence 7: Positioning in the International Context
  • Module 5: The elements of Branding
    Sequence 1: Brand Names
    Sequence 2: Product Features and Product Design Sequence 3: Packaging
    Sequence 4: Logos
    Sequence 5: Mascots and Symbols
    Sequence 6: Jingles
  • Module 6: Creating and registering a brand
    Sequence 1: Search Before Filing
    Sequence 2: File an International Registration
    Sequence 3: Monitor your Trademark Registration
    Sequence 4: Manage your Trademark Registration
  • Module 7: Protecting the Brand
    Sequence 1: Consumer Confusion and Counterfeit
    Sequence 2: How to protect your Brand
    Sequence 3: The French law
    Sequence 4: The US Trademark infringement law
    Sequence 5: Brand License agreement
  • Module 8: Brand reputation
    Sequence 1: Introduction and Definitions
    Sequence 2: Dealing with product and Brand Parity Sequence 3: The drivers of reputation
    Sequence 4: Brands and their founders / CEOs
    Sequence 5: Speed of reaction to counter negative publicity Sequence 6: Brand Reputation in a Major Crisis | Covid19-2020
    Sequence 7: The Power of the media to globalise local stories and events
    Sequence 8: The formula for succeeding in Brand Reputation Sequence 9: The rise of ethical consumption and the link to brand reputation
    Sequence 10: The rise of B certified Corporations
JE M'INSCRIS >

PEDAGOGICAL TEAM

Samuel Cranston

Professor of International Marketing and Communications in France and abroad. Over 30 years of experience working as a freelance consultant on international campaigns (strategy, copywriting, translation and transcreation), helping both advertisers and their agencies to craft more effective international strategies especially where cultural sensitivities are concerned.

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