Brand Marketing Fundamentals

Learning Objectives

  • Embrace the significance of the “Brand” and Brand Equity to your Company’s competitive strength & profitability
  • Understand how to develop an effective Business Analysis which identifies the Key Issues to be addressed this FY
  • Identify how to focus limited resources on the true Drivers of growth and profitability
  • Develop a focused Strategic Platform that addresses the Key Issues identified within the initial Business Analysis
  • Recognize how your actions support the overall business strategy and where to focus your efforts

Key Topics Covered

  • Category & Brand Situation Analysis (Growth Drivers, Target Audience, Insights, Strategic SWOT’s)
  • Strategic Framework (OGSTM: Objective, Goals, Strategies, Innovation Roadmap)
  • Brand Equity (Brand Essence, Brand Architecture, Positioning Statement)
  • Integrated Communication Process (Briefs, ‘Big Idea’, 360 Activation, Creative Review, Managing Agencies)
  • Annual Brand Planning (3 Touch Points of Planning, OGSTM)
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