It is common for organisations to say, “Everybody knows our brand. It is a big, important brand. Consumers can see it everywhere and they like what it promises to do for them and they love it.” Yet this statement does not always translate into long-term success.
Many organisations go through an internally driven process to develop a brand only to find that the consumers that the brand was created for do not empathise with it. Indeed many times the brand’s essence is not even based on a deep understanding of the realities in the life of the consumer. The brand is not able to develop a relationship with consumers in their own “life space”. Therefore, the consumer cannot connect with the brand.
Besides, the internal process of developing the brand and its promise is usually driven by a marketing department without the involvement of the extended functions and roles that will deliver the promise to consumers.
Particularly, many organisations are not able to create or develop the channels through which consumers can access the brand in order to connect with and experience the brand promise through its products and services.
Organisations need to develop the multi-faceted interface of the brand, the products, and services that will actively stimulate the consumer’s desire to buy the brand repeatedly.
Participants will understand:
1. The Fundamentals of brand development and channels
2. The Concept of brand and channel development
3. How to develop a brand key
4. How to develop channel strategy
5. How to translate the brand promise into a brand experience
6. How to translate the channel strategy into product availability and accessibility
The Programme uses models, case studies, current examples/trends, and syndicate discussions to develop understanding of the key elements of brand and channel development.
This programme is for managers in organisations who are responsible for the development and execution of brand and channel strategy.