PROGRAMMA

Part 1: What is a Brand?

• Brief history of Branding (including Famous Belgian Brands)
• Brand as a means of corporate value creation
  • Brand Value, brand valuation
  • Brand equity-models (pyramids, diamonds, Kapferer, Aaker,...)
• Brand architecture
  • Branded House vs. House of Brands
  • Brand portfolio

Part 2: From corporate strategy to brand strategy to marketing strategy

• Corporate strategy planning
  • Strategy planning models BCG, Porter, …
• Competitive analysis
  • Brand audit, Competitive mapping
• Competitive strategies
  • Flanking, frontal, niche, ...

Part 3: Workshop: Exercise on Portfolio priorities

• Divest vs. Invest – monobranding vs. multibranding

Part 1: The marketing management process

• Product management
  • New product development – innovation
  • Line, brand and product extensions
  • Packaging
• Pricing strategies: yield mgt. /activity based costing, …
• Distribution management
  • Physical distribution, logistics, channel planning
  • Wholesale to retail, online, bricks and/or mortar?
  • Category management
  • Shopper marketing
• People: Impact of People on marketing and branding
• Communications management
  • Marcom’s role in the marketing process: the link of marcom to marketing management

Part 2: Workshop: Exercise on marketing strategy development

• New product vs. existing product in a new market vs. existing market
  • Development of a branding strategy outline (from brand vision to positioning statement)

Part 1: Customers, consumers, stakeholders

• Overview of stakeholder groups
  • Integrated approach
• Consumer
  • Concepts of consumer psychology
  • Consumer information and decision processes
• Segmentation
  • Models, strategies, profiles, implications
• Corporate branding
  • Culture, internal branding and internal marketing, …

Part 2: Socio-economic trends

• Sustainability, networked society, GenY, ...

Part 3: Workshop “The challenging Future”: Consumers are in command - who ‘owns’ the brand?

• Introduction notes
• Discussion

Part 1: From data to action

• Market research
  • Basic techniques
  • From brief to result implementation
• Market data, an overview
  • Nielsen, GfK, CIM, Metriweb, …
  • How to make the best use of your data
• Result measurement
  • Feedback loops
  • Knowledge management
  • Customer relations management
  • Learn to listen…!

Part 2: Workshop “The challenging Future”: Growing demands for proven results, but fragmented audiences

• Introduction notes
• Discussion

Part 1: End to end process

• Moments of truth: before, during, after sales
  • Moments, occasions, places, channels to reach your audience
• 360°, media-neutral, integrated, holistic planning
• Media strategic planning
  • Concepts: reach, frequency, impact, …
• Media partners
  • Media companies
• Media agencies
• Media creative issues
  • Thinking out of the box
  • Non-media, consumer generated, collaborative
  • Open platform aggregators

Part 2: Workshop: Exercise on end to end touchpoint identification

• How to identify all your brand’s touchpoints and assess their importance

Part 1: Organising for brand stewardship

• Brand guardian: client or agency?
  • Roles and responsibilities: PM, MM, CMO, …
  • Decision processes
  • Local vs. global
• Agency
  • Generalist vs. specialist
  • Working together with a client (from brief to results)
• Accountability in brand management
  • Return on investment, return on knowledge, …
  • Budgeting (ABC and other accountable budget processes)

Part 2: Workshop “The challenging Future”: Challenges for the Creative: content development by users and media

• Introduction notes
• Discussion