Brand positioning workshop
Positioning a brand, or a portfolio of brands, in today's turbulent and constantly evolving marketplace is crucial to a successful brand strategy.
Brand positioning links the resources, capacity and objectives of an organisation to the desires, needs and perceptions of the marketplace. The act of positioning a brand also determines what the organisation will offer in terms of products and services and how the brand will communicate with its intended audience.
The Brand Positioning Workshop introduces delegates to the new management thinking and tools required to successfully position and manage brands today and tomorrow. The workshop draws from diverse disciplines of management, creativity, social science and technology to create a holistic approach to this core aspect of brand strategy and management.
Delegates will leave the two-day workshop, which is built on the foundation of the acclaimed Brand Masterclass Workshops, with a methodology and a set of tools that they can immediately apply in the positioning and management of their own brands.
Delegates attending the workshop will:
• Understand how business strategy equals brand strategy and why brand positioning is essential to the operation and success of a business.
• Review the three main schools of management thinking and learn how they can be brought together into a management mindset for constant market turbulence.
• Look at market research as an ongoing process that needs to indicate future trends and demands and not just what consumers liked yesterday or want today.
• Unearth the power of scenario planning and how it can be applied to brand positioning and strategy.
• Learn about the strategy canvas and how it can be applied to positioning and managing a brand or portfolio of brands.
• Understand why being similar to competitors is as important as being different to them.
• Examine the design of brand portfolios, including brand extensions and the need for shadow portfolios.
• Explore the creative process and learn how to develop a communications campaign to support the brand positioning.
• Understand why brands need to see themselves as members of categories and develop the category in addition to promoting themselves.
Date: 23 February 2011 to 24 February 2011Venue: Holiday Inn, Rosebank, Johannesburg
Date: 22 March 2011 to 24 March 2011
Venue: Southern Sun The Cullinan, Cape Town