Companies often ask us to deliver brand management training
to their marketing employees. As I am developing yet another comprehensive
brand management and marketing training session for a company, I thought I
would share what I believe needs to be included in that comprehensive training.
Brand managers need to know:
- Different approaches to market segmentation
- What factors drive customers to insist upon certain brands
- The primary drivers of human behavior
- How to gain deep customer insight
- The most useful brand, marketing and advertising research techniques
- How to conduct qualitative research that uncovers customer attitudes, values, hopes, fears and desires
- How to measure brand equity
- The most important brand metrics
- How to interpret and use retail sales performance data
- How to create a brand positioning statement
- The most successful brand positioning approaches
- How to reframe product categories
- How to create “category-of-one” brands
- Strategies to differentiate commodities
- How to craft compelling brand stories
- How to evoke an emotional customer response to the brand
- The key elements of a strong brand identity system
- Brand naming strategies
- How to write a compelling brand tagline
- How to write a compelling brand “elevator speech”
- How to create optimal brand architecture
- The most powerful pricing strategies and tactics
- The most powerful distribution strategies
- What should be included in a comprehensive brand plan
- How to get the best work out of your marketing agencies
- How to create a strong creative brief
- How to develop an advertising campaign
- The key elements of an integrated marketing plan
- The strengths and weaknesses of each media type
- How to build brands through word-of-mouth
- How to build brands through proactive publicity
- How to build brands online
- How to merchandise and market brands at retail
- How to anticipate and create strategies to address competitive response
- How to align the organization in support of the brand
- How to increase customer loyalty
- How to transform loyal customers into brand champions
- How to identify, screen and develop successful new products
- What is required to launch a new brand
- How to significantly increase the probability of success of a brand extension
- Brand crisis response and management
- How to manage brands across national borders
- How to build global power brands
I hope this helps you to identify the gaps in your
organization’s brand management and marketing skill sets and training.
No comments:
Post a Comment