About this course

Course code TP654
Duration 2 Days

Building and managing successful brands is one of the key marketing value drivers today. The ability to develop brand vision and insight to engage your target market is at the heart of effective brand strategy together with excellence in designing an integrated marketing mix. Great brand plans contain these elements and communicate how brand equity will be built and protected.

Benefits to you and your company
Through many contemporary examples and the application of a stimulating case study, delegates will be able to write more effective brand plans. Individuals will learn leading-edge brand concepts, enabling them to bring new ideas and skills back to their organisations. Delegates will leave equipped with a brand planning framework and an understanding of the key activities that build brand equity.

Who should attend?
This workshop will be especially useful for marketers when they have to prepare a brand plan for the first time, or are reviewing the effectiveness of their current plans. It is also invaluable for senior managers having to evaluate the brand plans submitted to them by marketing specialists.

Delegates will learn how to

  • Define the components of a brand that influence consumer perceptions.
  • Conduct a market and brand situation analysis.
  • Generate ideas on a future brand strategy for a simulated brand scenario.
  • Define the structure and contents of a brand guideline document.
  • Develop and write an insightful strategic brand plan.
  • Recognise some of the contemporary issues faced by brand managers and identify ways by which they might be tackled in your own organisation.


  • The principles of branding, brand benefits and components.
  • The overall brand planning process.
  • Market and brand situation analysis in order to identify consumer insight as the basis of future brand strategy.
  • How to generate ideas for brand strategy including the contents of the brand positioning statement illustrated with examples from a number of leading brands.
  • The structure and contents of a brand guideline document.
  • The role of marketing communications.
  • Planning and evaluating the performance of the brand.
  • Branding issues for your organisation and development of an action plan to address them.

Delivery style
This course is designed to help managers to write insightful brand plans. It provides a clear brand planning framework and allows you to apply the principles presented to a case situation in a group work situation. This reinforces your learning in a fun, stimulating and interactive environment, making application easier back at work.

2 Days


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 01753 898320 or email us at info@qa.com to discuss how we can help.

Trusted, awarded and accredited

Fully accredited to ensure we provide the highest possible standards in learning

All third party trademark rights acknowledged.