Introduction

Brand Decisions

• Branding is a major issue in product strategy.
• Brand as a character building for the product.

Module 1

What is a brand?

• The job of a marketer in brand management.
• Understand the six levels of branding.
• Group Exercise.

Objective:  On completion of this module, participants are fully aware that a brand is essentially a seller’s promise to consistently deliver a specific set of features, benefits and services to the buyer.

Module 2

The Concept and Measurement of Brand Equity

Brand equity basically constitutes the following:

• Brand Awareness
• Brand Preference
• Group Exercise

Objective:  On completion of this module, participants are made fully aware that a powerful brand is said to have high brand equity as a result of brand awareness, perceived quality and strong product preference..

Module 3

Branding Decision

• “To brand or not to brand, that is the question”
• The five advantages of branding.
• Group Exercise

Objective:  On completion of this module, participants are made fully aware why branding is so essential as part of an effective marketing strategy.

Module 4

Brand-sponsor Decision

The three type of brand-sponsorship and how they affect the company and it’s products.

Objective:  On completion of this module, participants are made fully aware on who is the rightful party to brand – the manufacturer, the retailer or the distributor..

Module 5

Brand Name Decision

• Highlighting the four brand-name strategies and their respective advantages and disadvantages.
• Group exercise.

Objective:  On completion of this module, participants are made fully aware the correct approach to branding by using any of the four brand-name strategies.

Module 6

Brand Strategy Decision

• Highlighting the four choices in brand strategy application.
• Group exercise.

Objective:  On completion of this module, participants are made fully aware of the four choices available to them in brand strategy decision-making. The application depends largely on whether the products are existing ones or new products to be commercialised in the immediate future..

Module 7

Return on Investment from the Brand

Using the 3-step formula to measure ROI.
Top 10 measurable results of branding.
Using the measureable results to translate into sales volume.

Objective: The formula will provide a framework to compute the earnings derived from the cost in the development and promotion the brand to the sales achieved.