Modern Strategic Brand Management & Public Relations Masterclass

Modern Strategic Brand Management & Public Relations Masterclass

Course Description

Introduction

Welcome to the "Modern Strategic Brand Management & Public Relations Masterclass" training course developed by Cambridge for Global Training. In today's competitive market, establishing and maintaining a strong brand presence is essential for businesses to succeed. This masterclass offers participants an in-depth exploration of strategic brand management and public relations, providing them with the knowledge and tools needed to build and enhance brand value effectively. Through a combination of theoretical insights and practical exercises, participants will gain a comprehensive understanding of modern branding strategies and learn how to leverage public relations to strengthen brand perception and engagement.

Course Objectives

• Develop comprehensive brand strategies to differentiate your brand in the market.
• Utilize various branding techniques to create a strong and consistent brand identity.
• Implement effective public relations strategies to enhance brand visibility and reputation.
• Build relationships with key stakeholders to support brand objectives.
• Monitor and evaluate brand performance and reputation in the market.
• Respond proactively to brand challenges and crises.
• Implement innovative branding and PR tactics to stay ahead of the competition.

Who Should Attend

• Marketing professionals looking to deepen their knowledge of strategic brand management and public relations.
• Brand managers responsible for developing and executing brand strategies.
• Public relations practitioners aiming to integrate branding techniques into their PR efforts.
• Entrepreneurs and business owners interested in building and managing their brand effectively.
• Students and academics studying marketing, branding, or public relations.

Course Outline

Unit 1: Fundamentals of Branding

• Understanding brand identity and positioning
• Brand equity and its significance
• Brand architecture and portfolio management
• Brand personality and storytelling
• Branding in the digital age

Unit 2: Strategic Brand Management

• Developing a brand strategy and roadmap
• Brand building and communication strategies
• Brand extensions and co-branding opportunities
• Brand monitoring and measurement
• Brand revitalization and repositioning

Unit 3: Public Relations in Brand Building

• The role of PR in shaping brand perception
• Building media relationships and managing press coverage
• Leveraging influencers and brand ambassadors
• Crisis communication and reputation management
• PR metrics and evaluation

Unit 4: Integrated Brand Communication

• Creating integrated marketing communication (IMC) plans
• Aligning branding and PR strategies
• Content marketing and brand storytelling
• Social media strategies for brand engagement
• Measuring the effectiveness of integrated communication campaigns

Unit 5: Innovative Branding and PR Tactics

• Experiential marketing and brand activations
• Guerrilla marketing and viral campaigns
• Corporate social responsibility (CSR) and brand purpose
• Emerging trends in branding and PR
• Developing a forward-thinking brand and PR strategy