Creating and Managing Your Corporate Brand


Creating and Managing Your Corporate Brand

From AED3,000.00

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Course Duration: 2 days / 16 hours

By the end this course participants will be able to:

  • Define what a brand is and what branding is about
  • Define various types of brand architecture and extensions
  • Identify your brand’s products, the features of those products, and their values
  • Write a mission, vision, and style statement for a brand
  • Effectively plan an internal and external brand launch
  • Monitor and evaluate your brand, and more.

Course Content

Defining Brands and Branding and Characteristics of a Strong Brand

What Are You All About?

  • Identifying Your Products and Features
  • Identifying Your Values and Individual Exercise

Creating a Mission

  • What a Mission Statement is All About
  • Time for Reflection

Creating a Vision of the Future

Positioning Your Brand

  • Identifying Your Ideal Position
  • Positioning Workout

Developing Your Style

  • Writing a Style Statement
  • Style Exercise

Developing a Brand Name and Slogan

  • The Forward-Facing Elements
  • Developing Your Brand Name and Developing a Slogan

Creating a Visual Identity

  • Graphic Design 101
  • Types of Visual Identities
  • Pop Culture Test

Living Your Brand

  • Transforming Your Employees into Ambassadors
  • Understanding Touchpoints
  • Creating a Unique Experience at Each Touchpoint

Connecting with Customers

Launching Your Brand

Taking Your Brand’s Pulse

Performing a SWOT Analysis

  • What Does SWOT Stand For? and Sample SWOT Analysis

Measuring Brand Health with a Balanced Scorecard

Middleton’s Brand Matrix

  • Understanding the Matrix
  • Using the Matrix

Interpreting Evaluation Results

Keeping the Brand Alive

  • Refreshing and Re-Launching
  • Taking on a Total Re-Brand

Going Beyond the Brand

  • Understanding Brand Architecture
  • Understanding Brand Extension



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