Nigerian Seminars and Trainings

Search all upcoming seminars, conferences, short management courses and training in Nigeria and around the World

business logo

Managing the Brand from the Heart: Advanced Brand Management Workshop

By: LCL Coaches Consultants  

Lagos State, Nigeria

12 - 14 Oct, 2021  3 days

Follow Event

  

NGN 115,000

Venue: Lagos

According Seth Godin “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.”  Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand.

Course Content

Day One

What a Brand is?

Brands and Products – the Total Product Concept

  • the core product
  • the expected product
  • the augmented product
  • the potential - Brand Perception

A Compendium of Branding Terminologies

  • Brand Essence
  • Brand Planning
  • Brand Architecture
  • Brand Positioning
  • Brand Domain
  • Brand Value
  • Brand Personality
  • Brand Assets
  • Brand Equity
  • Brand identity and image, corporate identity.
  • Functions of branding

Key Issues in Brand Development

  • Types of brands
  • Brand creation.
  • Brand extensions.
  • Brand portfolios.

Day Two

Finding and choosing the right market segment(s) to serve

  • Brands Pricing Power Matrix
  • Take Advantage of Every Opportunity
  • Deciding Brand Activities
  • The Three Battle Areas for Brand Leadership
  • Market Battle Decisions
  • Brand Strategy Canvas

Brand Analysis

  • The brand audit.
  • Interbrand and BrandZ classifications and methodologies

Rules of Competition and Market Strategy

  • Sequence and time of actions
  • Committing resources
  • Seizing the initiative
  • Out-performing competition
  • Brand Profitability.

Creating Brand Equity

  • Customer based brand equity
  • Sources of brand equity
  • Building a strong brand
  • Branding and corporate reputation

Brand Strategy Implementation

  • Brand Communities
  • Implications for communications
  • Managing brand portfolios
  • Brand Culture
  • Branding and Society

Day Three

Strategic Brand Planning

The 5-Forces Model for Brand Managers

  • Comparative prominence of rival brands
  • Competence of rival companies
  • Bargaining power of customers: channels and consumers
  • Substitute products
  • Threat of other brands share of pocket.

Evaluation

  • Brand Building Blocks
  • The value propositions
  • The relationship management
  • The mental imagery – emotional perception.

Brand Marketing

  • Communications Mix
  • Detailing and selling
  • Merchandising
  • Advertising
  • Projects and promotions
  • Direct marketing
  • PR and publicity
  • Sponsorships
Lagos Oct 12 - 14 Oct, 2021
NGN 115,000.00(Group Registration Discount Applies)
(Convert Currency)

Olusina Lajorin 09026713101, 08033241313

Group discount apply
Olusina Lajorin

Related Courses

Visioning and Motivation Towards Goals Course Visioning and Motivation Towards Goals Course

3 days, 05 - 07 Oct, 2021 

2021-10-05 12:10:00 2021-10-05 12:10:00
Lagos State, Nigeria

LCL Coaches Consultants

Visioning generates a common goal, hope, and encouragement; offers a possibility for fundamental change; gives people a sense of control; gives a group something to move toward; and generates ...

Strategic Finance Manager with Influence Course Strategic Finance Manager with Influence Course

5 days, 01 - 05 Nov, 2021 

2021-11-01 12:11:00 2021-11-01 12:11:00
Lagos State, Nigeria

LCL Coaches Consultants

All businesses are designed to compete and succeed in the marketplace through the use of a “Unique Selling Point or USP.”  This allows the business to stand apart from the ...

Effective Relationship Building with Leaders Course Effective Relationship Building with Leaders Course

3 days, 13 - 15 Oct, 2021 

2021-10-13 12:10:00 2021-10-13 12:10:00
Lagos State, Nigeria

LCL Coaches Consultants

Leadership is about inspiring people and planning with the motivating factors of relationship building and community service. With an increasingly interconnected global market, along with growing ...

ISO 30301 Management System for Records Foundation Training ISO 30301 Management System for Records Foundation Training

5 days, 25 - 29 Oct, 2021 

2021-10-25 12:10:00 2021-10-25 12:10:00
Lagos State, Nigeria

LCL Coaches Consultants

ISO 30301 Foundation training enables you to learn the basic elements to implement and manage a Management System for Records (MSR) as specified in ISO 30301. During this training course, you will be ...