Brand planning is the process of devising the specific actions needed to enable the brand to attain brand performance goals. The process of developing the brand plan helps to identify opportunities to grow and create value for your brand. In this course, you will refine your ability to create a brand plan by investigating each step of the process and developing a plan for an existing brand of your choice. You will start by completing a situation analysis for your chosen brand. You will then draw conclusions from the analysis and determine objectives and strategies for the brand. Finally, you will develop an executional roadmap to deliver on at least one of your identified strategic directions for your brand.
Who Should Take this Course?
This course is appropriate for marketers, brand managers, communications professionals, business leaders and executives, PR professionals, and entrepreneurs.
Participants who complete this course will be able to...
- Complete a situation analysis, which includes obtaining deep brand knowledge with the aid of a brand assessment tool
- Identify key issues, strategic implications, and opportunities from the situation analysis results
- Develop a strategic plan for the direction of your brand
- Patti Mandel, Lecturer Visiting, Charles H. Dyson School of Applied Economics and Management