Day 1: Introduction to Strategic Brand Planning

1: The Concept of Strategic Brand Planning

• What a brand is and why it matters strategically.
• The difference between a brand and marketing logos/slogans.
• How planning increases market value.
• The link between the brand and the organization’s overall strategy.

2: Market and Competitive Analysis

• Studying customers and their needs.
• Assessing competitors’ performance and strategies.
• Analyzing market trends and available opportunities.
• Identifying strengths and weaknesses in the brand’s current position.

3: Defining Brand Identity

• Crafting the mission, vision, and core values.
• Defining brand personality and tone of voice.
• Developing the brand’s unique value proposition.
• Aligning identity with the organization’s overall strategy.

4: Challenges and Opportunities in Brand Management

• Managing reputation-related risks.
• Dealing with market and competition pressures.
• Leveraging opportunities to strengthen the brand.
• Strengthening cross-team collaboration to achieve brand objectives.

Day 2: Developing Brand Strategies

1: Designing the Brand’s Marketing Strategy

• Setting clear and specific strategic objectives.
• Defining target customer segments.
• Developing key marketing messages.
• Creating a roadmap for implementation and follow-up.

2: Improving Customer Experience and Building Loyalty

• Designing a consistent customer experience aligned with the identity.
• Building programs that strengthen loyalty and trust.
• Improving customer touchpoints.
• Measuring customer satisfaction and aligning it with the brand promise.

3: Reputation and Risk Management

• Identifying potential brand risks.
• Setting mitigation and response plans.
• Monitoring and analyzing risks on an ongoing basis.
• Establishing policies to protect brand reputation.

4: Brand Innovation

• Developing innovative products and services that support the brand.
• Refining the value proposition to match market needs.
• Embedding creative thinking into marketing operations.
• Strengthening the brand’s competitive differentiation.

Day 3: Leadership and Strategic Brand Integration

1: Effective Brand Leadership

• Developing strategic leadership skills in brand management.
• Guiding teams to achieve brand objectives.
• Strengthening collaboration across departments.
• Managing conflicts and solving reputation-related issues.

2: Aligning the Brand with Organizational Objectives

• Linking brand strategy to organizational goals.
• Optimizing resource allocation to support marketing initiatives.
• Supporting strategic projects through the brand.
• Strengthening integration across departments for organizational success.

3: KPIs and Measuring Brand Impact

• Defining brand KPIs.
• Tracking performance and analyzing gaps.
• Taking corrective actions when needed.
• Preparing periodic reports for senior management on brand impact.

4: Change Management and Continuous Improvement

• Managing resistance to change within marketing teams.
• Developing flexible policies and processes that support the identity.
• Embedding a culture of innovation and continuous improvement.
• Integrating continuous learning into brand management.

Day 4: Practical Application and Sustainability

1: Evaluating Strategic Brand Performance

• Reviewing goals and achieved results.
• Identifying successes and gaps.
• Proposing improvements to strategies and plans.
• Preparing comprehensive reports for senior management.

2: Strengthening Brand Sustainability

• Embedding sustainability practices into brand operations.
• Improving operational efficiency and marketing communication.
• Supporting long-term strategic objectives.
• Increasing organizational brand value sustainably.

3: Knowledge Sharing and Lessons Learned

• Capturing insights and lessons learned from marketing initiatives.
• Sharing knowledge across teams.
• Developing improved future procedures.
• Strengthening continuous organizational learning in brand management.

4: Capstone Project and Practical Workshop

• Building a comprehensive strategic brand plan.
• Designing an implementation and follow-up roadmap.
• Presenting results and discussing practical solutions.
• Evaluating participants’ performance and providing recommendations.