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School of Brand Management
dates of programs start
26/5/2021
формат
3 Days
10:00-18:00
cost
18000 uah
School of Brand Management
Ukraine's first specialized brand management program
Program's Target Audience:
Owners and top managers of small and medium-sized Ukrainian businesses who aim to create a profitable brand
Marketers and brand managers who seek to gain systematic knowledge of brand management and the ability to choose the most optimal strategies and tools
What does the Program provide?
A systematic vision of how a brand works and how brand-technologies help to grow revenues by increasing the value of a business
Express-audit of a participant’s own brand and development of elements of their brand strategy
Tools for efficient management of brands taking into account peculiarities of Ukrainian consumers
Ability to analyze your target audience in terms of its limits and drivers
The structure of the program
Day 1
Brand positioning and emotional focus
How to lay the foundation of a brand and ensure its uniqueness?

  • The main tasks of brand management
  • Brand management as a simultaneous movement in two opposite directions
  • What do the owner and brand manager need to know if they aspire to create a strong brand? Where to start and what is best to avoid?
  • What is unique about strong brands and how to create a brand leader?
  • Specifics of brand portfolio management.
  • The role of a brand manager in shaping customers' attitudes towards the brand.
  • Brand pyramid as a tool for creating a strategic foundation.
  • What should a brand communicate and how?
  • Brand’s emotional focus. Tools for forming the brand’s emotional focus on TV, digital media, outdoors, and press.

Day 2
Brand management tools
Useful brand management tools applied at different stages of brand’s lifespan

  • Branding tools that ensure a high level of recognition.
  • Using heroes to promote B2C and B2B brands
  • Range expansion and optimization of the brand focus
  • Rules for developing new products. Types of innovations for better engagement of existing customers and attracting new consumers.
  • Internal branding: the main principles and specifics of brand building in a company
  • Brand architecture: when is it better to create a new brand or a new subbrand?
  • Typology of brand growth barriers and how to find ideas for overcoming perception barriers
  • Methods of aggressive brand management
  • Collaboration with other brands: when and how to engage?
  • Collaboration with opinion leaders
  • Games and competitions as tools for achieving the main tasks of brand management

Day 3
Brand Audit and Brand Strategy
How to take a brand to a completely new level and make more profit

  • The main challenges of modern brand management.
  • Mistakes of brand management that cannot be avoided and that you definitely need to be aware of. Preventable mistakes.
  • Brand audit: algorithm and typical brand mistakes
  • The main stages of creating a brand strategy
  • What are the main questions that a brand strategy should answer?
  • Similarities and differences between online and offline brand management
  • Features of brand development in the service markets
  • Brand management of companies operating in B2B markets.
  • Supplier brand management in a distribution company.
  • Brand rejuvenation and modernization tools
  • Modern features of brand communications.

Faculty
Olena Maltseva more details
Professor
Вадим Пустотін more details
Visiting professor
What do you need to attend?
1.
Application form
Fill in the application form on the site
2.
Communication
Communicate with the application manager
cost
18000 uah
Apply for the program
For more information about the program, please contact
Inna Khrusch
EDP program manager
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