Building Brands Foundations 1 - Brand Principles

At its core, marketers build brands that differentiate a product or service, connecting and engaging with customers to influence purchase, hopefully some loyalty, and deliver long term growth. 

This masterclass will provide members and learners with an understanding and appreciation of core marketing principles that (1) need  to be in place to build a strong brand with a unique and relevant positioning and (2) will help them build a distinctive personality.

This content is suitable for brand marketers, brand owners, small business owners, and ageny client services. 

Topics Covered:

• What is a brand and why it is important to all marketing streams and the broader commercial team
• Brand Purpose - when to have one and when it may not be relevant
• Brand Equity - what it is, how it is calculated and how can marketers influence it
• Brand Architecture - hierarchy frameworks and brand structure for growth
• Brand Positioning - why is it important, how is it developed and how is it maintained.
• Mental and Physical availability - what are they and how do they build brands

• Understand the strategic role brand building plays in marketing and the broader business
• Know the factors that influence building and maintaining a strong brand
• Know how to structure and stretch a brand to optimise growth

Facilitator

Lisa Rees-Allen
Principal, Wheelhouse Strategic Consulting

Lisa Rees-Allen is a seasoned executive who has worked with brand owners across markets, industries, and categories to unlock profitable, sustainable growth through brands. She believes brands are the heartbeat of a business, driving customer centricity across the organisation and connecting customers, shoppers, and retailers. She is passionate about raising awareness of brand building throughout the marketing and communication ecosystem across brand owners and their agency partners.

*This course qualifies for 16 PMP points under the AMI’s Certified Practising Marketer program.