Brand Management: how to decript the brand feeling, how to build it up
16.12.2020 - 22.12.2020
Duration: 8 hours, 4 live lessons
Date and time: 16, 17, 21, 22 dicembre 2020 | from 6.00 to 8.00 PM CET
Trainer: Alberto Campagnolo
The contemporary convergence among different lifestyle categories is becoming a new frontier of branding, often underground and yet to be deciphered, where tomorrow’s trends find fertile ground. To design a strategy and to manage its processes, it means first of all to recognize and interpret the brand signals – explicit and implicit – coming from the international markets, thus building a clear and convincing output, an individual and collective experience, a bind dialogue between brand and subject.
Through the study of the branding procedures, related to the activity of product design, communication, service and mostly distribution, participants will be invited to elaborate a detailed strategy aimed at the empowerment of a brand. The study of numerous successful international case histories will support participants to codify the processes through which a brand concretely acquires its uniqueness and its charisma. Scenario of the project: the flagship point of sale, real or virtual, a true “Trend Temple”, with its peculiar icons and rituals.
This course is part of our special catalogue of online training courses.
The catalogue includes live courses only, offered in synchronous mode, as we particularly value and prioritize the direct interaction and discussion between participants and trainers.
Courses are designed, delivered and managed according to the distinctive quality and service standards of CUOA’s offering: you will be effectively engaged with trainers and participants, as well as with a CUOA dedicated team who will support you in all phases of distance learning. To ensure the highest engagement, a limited number of seats is available, and early registration is recommended.
Furthermore, a didactic space specifically reserved for your virtual classroom will be at your disposal on our learning platform. At the end of each lesson, teaching materials, operational tools presented by the trainer, exercises and reference bibliography will be shared to allow you effectively reach your learning objectives.
Finally, CUOA will support you in assessing your learning providing you with a final evaluation feedback. A CUOA participation certificate will be issued upon successful completion of the course.
The course aims to introduce the most up-to-date practices of Brand Management discipline and their implementation within the professional activity. Thanks to an intense commuting between theory and several case studies, participants will learn the main “behind the curtains” branding techniques in order to design an engaging strategy. Branding is essentially the creation of a long-lasting feeling.
FIRST SESSION - 2 hours
Backward journey from marketing to branding. Brand persona.
Brand models and DNA theory. Engagement and rejuvenation.
SECOND SESSION - 2 hours
Branding throughout product, communication, service and retail.
Storytelling and brand key contents. Brand reputation.
THIRD SESSION - 2 hours
Brand leverages, range brands, line extensions.
Co-branding strategies, brand extensions.
FOURTH SESSION - 2 hours
Logos and branding. Brand temples and trend temples, new rituals.
The brand religion: lifestyle ceremonies. Mass-tige. Time and places of the brand lifestyle.
Branding for the New Generations. A post-Covid19 branding scenario.
- Individual non-holder of V.A.T. Number: € 360,00 V.A.T. included
- Company or Professional, holder of V.A.T. Number: € 360,00 + V.A.T. (22%)
- CUOA Founding/Supporting Member; CUOA Master Alumnus;Student of executive courses of over 60 hours: € 220,00 + V.A.T.
- Former Student of CUOA-IBS International Winter/Summer Programs: € 180,00 V.A.T. included
The course will be activated upon reaching a minimum number of enrolled students in order to guarantee the quality and relevance of learning dynamics.
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