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Skill Overview

This interactive workshop will put brands front-and-centre and remind us why they are so important to our consumer, business and world!

Using a straightforward, interactive process, we will define what strategic brand positioning is, and how you can define one for your brand. Using theory, case studies and examples, you will understand what brand equity is, and how you can build it to create value for your business, and the consumer.

This workshop is designed for brand managers who recognise the importance of building great brands. They will benefit from help in defining their strategic brand positioning, and learning how to activate it, to build their brand in the marketplace. The course will cover a range of topics, including:

The importance of brands
Brand equity and how you measure it
Strategic brand positioning
Compelling brand worlds
Activating your brand in the marketplace

Learning Objectives

On completion of this course, you will be able to:

Understand the importance of building a strong brand
Have an instantly usable toolkit to define a strategic brand positioning
Be able to activate a brand in the marketplace
Know how to build and measure a brand for long term success

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