Achieving Results Through Effective Branding

More and more firms and other organizations have come to the realization that one of the most valuable assets is the brand names associated with their products or services.  In an increasingly complex world, individuals and businesses are faced with more and more choices but seemingly have less and less time to make those choices.  The ability of a strong brand to simplify consumer decision making, reduce risk and set expectations is thus invaluable.  Creating strong brands that deliver on that promise, and maintaining and enhancing the strength of those brands over time, is thus a management imperative.

Course Objectives: 
  • To increase understanding of the important issues in planning, implementation and evaluating brand strategies.
  • To provide the appropriate models and other tools to make better branding decisions.
  • Brand is essentially a seller’s promise to consistently deliver a specific set of features, benefits and services to the buyer.
  • Powerful brand is said to have high brand equity as a result of brand awareness, perceived quality and strong product preference.
  • Why branding is so essential as part of an effective marketing strategy.
  • Who is the rightful party to brand – the manufacturer, the retailer or the distributor.
  • 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.
  • Correct approach to branding by using any of the four brand-name strategies.
  • Compute the earnings derived from the cost in the development and promotion the brand to the sales achieved.
Target Audience: 
Project Manager
Sales Personnel
Course Methodology: 

Each module will be fully presented by the facilitator, supported by video screenings to amplify the essence of the module in discussion.  Group discussions and certain case studies will also form part of the activities of the session.

Course Outlines: 


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.

Module 2: The Concept and Measurement of Brand Equity

Brand equity basically constitutes the following:

  • Brand Awareness
  • Brand Preference
  • Group Exercise

Module 3: Branding Decision

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

Module 4: Brand-sponsor Decision

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

Module 5: Brand Name Decision

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

Module 6: Brand Strategy Decision

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

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.

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Jimmy Ong Tel: ‭+60 16 216 1383‬ (Call on Whatsapp for free)