BRANDING AND POSITIONING

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Training goal:

Learning the meaning of branding and the stages of formation of a brand and its positioning. Mastering techniques of trademark promotion and brand administration. Methods of influencing customer behavior.

Focus group:

Administrators of companies, marketing services (marketing director, marketing manager), heads of marketing departments, and specialists in marketing and commerce.

Duration: 16 hours

Fee:  3000 soms

Training content:

What is a brand?

A brand as a marketing notion. The function of the brand.

The basis of a brand

Customer administration. The value of a brand. Brand focus groups.

Brand positioning.

Basic laws according to Traut and Rise.

Attributes of a brand.

Marketing mix. Brand architecture. The name of the brand. Methodology: "Divide your brand."

Brand capital.