CONSULTANCY Strategic Brand Management
TRAINING Brand Workshops and Courses
INSIGHTS Speaking, News Media, Opinions

OVERVIEW:
How to grow a brand across international and cultural boundaries.

Learn with practical exercises and world-class examples, how to grow a brand across international and cultural boundaries. This course is designed to provide an insight into the nature of global branding and provide a framework for an international brand strategy. Give your brand a global health check and review its merits. Consider how your brands national and regional characteristics can provide a business advantage. Which brand model best suits your international ambition; global, local, standardised or adapted? Don’t let your brand get lost in translation. The course includes Digital Branding, Experiential Branding, Intellectual Property and role of Brand Ambassadors.

WHO SHOULD ATTEND:
The Global Branding course is designed for people interested in growing their brand(s) value by entering into new international markets. The attendees will ideally have the responsibility to manage and instigate brand identity communications and is appropriate for Marketing Executives, Marketing Managers, Marketing Directors, Business Owners, Graphic Designers and Design Managers from start-ups to established enterprises.

LEARNING OUTCOMES/BENEFITS FOR ORGANISATION:
• Global Brand health check: Assess your existing Brand Strategy
• Place of Origin: The halo effect of national and regional character
• Global Brand Architecture: Global, local, standardised or adapted?
• Global Brand meaning: Don’t get lost in translation.
• Global Brand tribes: Bridge global cultural differences.
• Global Digital Branding: Online, Social and Mobile brand
• Experience branding: Delivering global brand touchpoints
• Global Brand Ambassadors: Your people are the measure of the brand • Brand Protection: Intellectual Property, Licensing and Franchising

COURSE CONTENT:

Session 1 -
• Global Brand health check:
Assess your existing Brand Strategy, Brand Identity and Brand Culture for strengths and weaknesses.
• Place of Origin:
The halo effect of national and regional characteristics.

Session 2 –
• Global Brand Architecture:
Consider which model for your brand; global, local, standardised or adapted?
• Global Brand meaning:
Don’t get lost in the translation.
• Global Brand tribes:
Bridge global cultural differences.

Session 3 –
• Global Digital Branding:
Online, Social and Mobile brand communication.
• Experience branding:
Delivering global brand touchpoints.

Session 4 –
• Global Brand Ambassadors:
Your people are the measure of the brand.
• Brand Protection:
Intellectual Property, Licensing and Franchising.

DELIVERY STYLE:
The course delivery style and methods include:

• Interactive
• Practical exercises
• World-class examples
• Group work
• Games and learning exercises
• Creativity
• Inspirational case studies

[BOOK HERE] This course is delivered by Paul Hitchens through the Chartered Institute of Marketing.

ABOUT THE COURSE DIRECTOR:
Paul Hitchens is an award winning creative with over 25 years experience in brand communications. He is the author of two educational books on branding: ‘Create the Perfect Brand: Teach Yourself’, and ‘Successful Brand Management in a Week: Teach Yourself’, published by Hodder Education. Paul is a writer and industry commentator and has contributed his branding opinions to some of the UK’s most respected news organisations including; The BBC, ITV and Channel5. He previously worked for the renowned brand consultancy Wolff Olins concentrating on Automotive brands, including Vauxhall and Saab, before founding his own brand consultancy.

Choose a course for a detailed outline:
Courses - Brand Masterclass - Brand Identity - Core Values
Brand Touchpoints - Employer Branding - Global Branding

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