• Define the main concepts and explain the purpose of branding
• Explain the processes of design and evaluate brands  
• Describe the process and methods of brand management 
• Formulate effective branding strategies 
• Examine brand concepts in real‐life setting

• Salespeople 
• Marketing staff 
• Anyone who would like to develop an understanding of the topic 

Day 1

• Evolution and history of brand 
• Concepts on branding and brand management 
• The purpose of branding
• Impact of brands in markets, society and business
• Brand element choice criteria 
• Financial brand value

Day 2

• Product brand identity 
• Corporate brand identity 
• Brand design 
• Brand identity and personality
• Brand positioning
• Value proposition
• Aaker's Brand Identity Model
• Keller´s Prism Mode

Day 3

• Process and methods of developing brand elements 
• Brand architecture models 
• Branded house and house of brands 
• Branding strategies
• Name building process 
• Visual brand identity
• Design marketing and marketing communications programs

Day 4

• Relationship of marketing mix to brand building
• Process and methods of measuring brand performance
• Quantitative and qualitative brand performance data
• Various marketing intelligence acquisition methods
• Propose brand evaluation plans

Day 5

• Main concepts and tools for managing brands over time
• Tools for managing brands in geographic areas
• Tools for managing brands according to market segments 
• Branding and ethics
• Brand repositioning and relaunching
• Case studies differentiate strong vs weak brands

Rectus attendance certificate will be issued to all attendees completing minimum of 80% of the total course duration.