BRANDING COURSEBRANDS, BRANDS MANAGEMENT & COMMUNICATION

Prepared and Delivered by Mr. Georges Najm - USEK School of Business

Content & Chapters

I - History & Functions of Brands

1. Historical Introduction to Brands2. The Main Functions of Brands3. The Brand and its Stakeholders

II - What’s a Brand?

1. The Brand’s Domains2. The Definitions of Brands

A. Customer Based DefinitionsB. Asset Based DefinitionsC. Legal DefinitionD. The Brand as a Name Influencing the BuyerE. The “Contract & Contractual” Definition

3. The Evolution of the Brand Concept4. Differentiating between Brand Assets, Strength, and Value5. The Functions of a Brand for the Consumer

III - The Different Types of Brands

1. The Product Brand or Service Brand2. The Family Brands (Range Brands & Umbrella Brands)3. The Corporate Brands and the Endorsement Policy4. The Brands Statuses

IV - The Tri-functionality of Brands

1. The Function of Sovereignty2. The War Function3. The Reproduction Function4. The 4 Metaphors of Thinking a Brand

5. The Identity Components of a Brand6. The Different Levels of a Brand7. The Brand Platform, Expression of a Brand's Identity

V - The Brand from a Corporate Perspective

1. The Functions of a Brand for Industrialists• The Brand as a Signature and as a Link• The Brand as a Process for Value Creation

2. The Brand Development Modalities• Vertical Extension vs Horizontal Extension• Upwards and Downwards Extension• Target Extension• Retail Networks Extension• Geographic Extension of the Activities of the Brand• The Extension Forms of a Brand (Wheel Model)• The Process of Brand Extension

3. Branding VS Badging4. Brand Alliances

VI - Brand Portfolio Management

• Organizing a Brand Portfolio (Width & Depth Concepts)

• The Monolithic Logic

• The Under-Branding Logic• The Endorsement Logic• The Independence Logic

VII - Brands from a Consumer’s Perspective

• The Brandscape Concept• The Functions of a Brand for a Consumer• The Sensibility to the Brand• The Loyalty to the Brand• The Attachment to the Brand

VIII - The Brand from a Retail Perspective

1. The Functions of (National) Brands for Retailers2. The Evolution of the Status of Private Labels (MDD)3. The Branding Strategies for Retailers4. The Explanatory Factors Behind Private Labels Success5. The Riposte Factors of (National) Brands VS Private Labels

IX - The Brand Equity

1. The Multiplicity of the Valuation Methods2. The Brand as a Derivative Asset3. The Accounting Approaches4. The Comparable or the Multiples5. The Fees Received for Using a Brand6. The Actualized Future Flows7. The Real Growth Option8. The Multi-attributes Approach of Brand Equity9. The Main Leverages of Brand Equity

(Awareness - Image - Other Indicators of Power)

IX - Advertising Gives Value to Brands

X - Communication Gives Value to Brands

1 - Advertising& BrandsValuation

2 - Sponsoring & Shining Strategies

XI - Brand Stories

COURSE

OBJECTIVES

This Branding Course will deal with Brands.

‣It will try to investigate, in order to answer, questions such as:➡ Why are brands so important?➡ What do brands represent to the consumers?➡ What should corporations do with brands to manage

them properly?➡ Why are brands considered one of the most valuable

assets a company has?➡ How are brands built and developed over time?

➡ What is brand equity?➡ What are the various brands’ strategies and tactics?➡ How do companies design and implement marketing

programs and activities intended to build, measure, and manage brand equity?

‣This course will allow you as present (or) future marketers to:➡ Know the role of brands.➡ Understand the concept of brand equity, and the

advantages of creating strong brands.➡ Properly identify and choose brand elements.➡ Build marketing strategies ; Design brand architecture

strategies ; and devise brand hierarchies and portfolios.

➡ Understand the role of corporate brands, family brands, individual brands.

➡ Be able to adjust branding strategies, over time and across geographic boundaries, to maximize brand equity.

And much much more!...