Strategic Brand Management

Overview

We live in a society where “looks matter”. What does your brand look like to your customers and target market? Are they getting the intended impression of your brand? How do I create value for my brand to my myself, my employees and my customers? This Strategic Brand Management Course will equip you with the answers and solutions to the aforementioned questions. As an entrepreneur you can make your brand stand out amongst other similar brands. As a marketing manager, you can create avenues for your brand/s to increase in visibility, credibility and hence value.

At the end of this course, you will be able to plan and execute an effective brand strategy for your personal brand, business or organization. You will understand the importance of creating a favourable image for your brand.

Who should attend?

• Brand Managers
• Merchandizers
• Small and Medium Size Business Owners/Entrepreneurs
• Persons who are their brands (Bloggers/Vloggers/Performing Artistes, Personalities)

What do I need for this course?

• Basic Computer Knowledge
• Creative Mindset
• Basic understanding of Business

What am I going to learn?

• Strategic Brand Management
• How to use it to impact your organization’s Bottom Line
• How to Improve your Personal Brand

Course Objectives

Week 1: What is Branding and Why it is Important

• Branding the Brand (Brand Equity & Identity) & Graphic Design in Branding
• Branding defined
• The importance of Branding and how people perceive your brand
• How Branding increases value
• What is brand equity
• Elements of Brand Identity
• Graphic Design Elements (colour scheme, typography, style) and how it affects your brand perception

Week 2: Growing and Sustaining the Brand, Surviving the Pandemic

• Innovative branding in a Covid-19 environment
• Adapting branding, and operations in the midst of the pandemic
• How to grow a brand during and after Covid-19
• What are some growth initiatives
• How to successfully sustain a brand

Week 3: Designing the Value Proposition & What is the Unique Selling Proposition?

• What is a Value Proposition
• Understanding the product or service value
• What is a Unique Selling Proposition and why it is important
• How can this help brands
• Creating Barriers to Entry

Week 4: Social Media & Personal Branding

• What is social media and its relevance and importance to branding in today’s society
• Best Social Media Platforms for your business (Facebook, Instagram, Twitter, Pinterest, Wordpress, Youtube,
  LinkedIn)
• What is personal branding
• Is your personal brand synonymous with what you want your brand to represent?
• Damage control

Week 5: Positioning & Brand Associations & Corporate Branding, Corporate Social Responsibility

• How do my customers view my brand
• How is my brand different from competitors
• What do my customers associate my brand with
• Brand names and connotation, brand ambassadors
• How corporate branding lends to product growth
• Responsibility to society
• How have you helped to make the society in which your brand exists better

Week 6: Brand Leveraging & Rejuvenation

• What is Leveraging of a brand
• When to use the brand leverage
• When and why to Rejuvenate a brand
• Redefining the brand
• How to associate the brand with current trends and situations
• Designing and developing Rejuvenation Strategy

Week 7: Brand Valuation, Monitoring and Evaluating the Brand

• How to measure the value of a brand
• What is brand auditing and its importance
• When should an audit be conducted
• Qualitative Methods of Measurement
• Customer or consumer feedback

Week 8: Presentations

Course Schedule

Course Offering

Day	Time	Duration	Contact Hours	Cost	Lecturer
Tuesday	06:00 pm to 08:30 pm	8 weeks	20 hours	$1,800.00	~ CStar Celebrity Management

Session - Tuesday (06:00 pm to 08:30 pm)

Session	Start Date	End Date
Session 1 - Online	Tuesday, October 20, 2020	Tuesday, December 8, 2020
Session 2 - Online	Tuesday, January 19, 2021	Tuesday, March 9, 2021

Assessment

Students will be given a series of quizzes and required to complete a final project where they will create and
evaluate a comprehensive brand development strategy. This final project will put the methodologies, tools, and
insights learned to the test as students create a multifaceted plan to assure effective brand management is an
integral part of their business strategy.

On Completion

Students will receive a certificate of completion.

Facilitators

Nigel Tenia

As the Construction Sales and Service Manager for a company within the Massy Group of companies, he has a great opportunity to tutor and mentor members. Additionally, he is a Business Development and Expansion Consultant, targeting Small to Medium Size Manufacturing companies.

The knowledge gained from his master’s degree in business from Arthur Lok Jack, his private practice as a consultant and his five years of experience as senior manager augers well for him to be a key contributor in helping students understand growth and expansion initiatives.

In conclusion, he is a lifelong student of Leadership and Business and his mission is to positively impact his environment, by utilizing his ability to arouse enthusiasm and passion in others.

Christa Collymore

An alumni of CTS College with emphasis in Marketing Management, and alternative study in the fields of Education and Music, her experience as an educator spans over 15 years. From music education, to business, to talent management, she maintained a mentoring and instructional role in all fields.

Over the past 5 years, she has taken closely to helping individuals, small businesses and corporations conceive and birth their brands and business ideas. As a business consultant she continues to work with others to bring their business ideas to fruition and continues to lend support via consulting to maintain and improve value in their respective industries while focusing on brand management and social media management.

She is determined to empower and influence others so that their brands can do the same and have an impact on society.

Student Support

Programme Manager

Mr. Matthew Christian
Phone: 720-2939
E-mail: mchristian@hiddenctscbcs.com