Workshop Curriculum – Day 1

  • 10 Steps to Building Great Brands
  • Brand Equity
    • Definition
    • The Brand Health Scorecard – Tool
  • Marketing Strategy & Planning Framework
  • Category & Brand Situation Analysis – Understanding & Implications
    • Key Resources for Business Analysis
    • Category Drivers & Brand Drivers
    • Consumer Segmentation & Portrait – Tool
    • Consumer Insights Process
    • Strategic SWOT Analysis
    • Key Issues & Inhibitors
  • Strategic Framework
    • OGSTM: Objective, Goals, Strategies
    • Long-Term Strategy & Innovation Roadmap – Tool
    • Building Brand Equity: Brand Architecture – Tool
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