Strategic Branding


This course is designed for branding professionals as well as anyone wishing to become a practitioner of branding. It defines the scope of branding and gives an understanding of the new strategic role that brands play in creating long-term value for companies and customers in today's marketplace. It will lay the foundation for effective brand leadership by exposing participants to a step-by-step process for building and launching a strong brand.

The course then presents several ways by which a company can grow and sustain the success of a brand in highly competitive markets. Topics here will include the strategic use of brand extensions, use of innovation to increase brand loyalty and the rejuvenation of a declining or aging brand. Finally this course will give you a brand assessment tool which you can use to diagnose the health and performance level of your organisation's brand. It will uncover the areas where the brand is strong and areas where the brand needs development.

Target Audience

This programme is targeted to:

  • Marketing, Brand, and Advertising Managers
  • Managers at all levels
  • Branding Professionals
  • Individuals aspiring to become Branding Practitioners 

Learning Objectives

By the end of this course, you will be able to:

  • Recognise branding as a strategic tool that creates long-term value and profitability of an organisation or any other entity.
  • Understand how to build a strong brand.
  • Understand how to grow and sustain a brand under highly competitive situations.
  • Understand how to rejuvenate a decaying brand.
  • Identify the strengths and weaknesses of a brand.
  • Demonstrate a higher capacity to make strategic decisions based on exposure to certain key concepts of brand management.


The Facilitator will actively engage participants and challenge their ideas, knowledge and understanding of brand management as it applies to real-world situations. The

course will have a mixture of learning strategies, including Lectures, Handouts, Group Exercises and Classroom Discussions.

Programme Outline

Day 1

Scope of Branding

  • What is a Brand
  • Advantages of branding to the company
  • Advantages of branding to the customer
  • The branding revolution (from tactical to strategic)

Building Strong Brands

  • Introduction to the Leslie de Chernatony Model of Brand Building
  • Group Exercise 1: Brand Visioning
    • Creating the Brand identity, Essence and Promise
    • Writing the Brand Positioning Statement
    • Presentations & Discussion
  • Group Exercise 2: Aligning the Organisation to the Brand
    • Communicating the brand vision internally
    • Linking performance standards to brand vision
    • Presentation & Discussion
  • Group Exercise 3: Implementing the Brand Externally
    • Developing Brandsphere Strategies
    • Creating the Brand Name, Logo, Tag Line, etc.
    • Developing an Integrated Marketing Communications Roll-Out Plan
    • Presentation & Discussion

Day 2

Growing and Sustaining a Winning Brand in Highly Competitive Markets

  • Strategic use of brand extensions
  • Value innovation
  • Cross Selling between brands
  • Sustaining Proximity with Influencers - Brand loyalty Strategies
  • Globalisation of the brand

Revitalization of a Declining or Aging Brand

  • Recognising factors of decline
  • When a brand becomes generic
  • Rejuvenation Strategies

Assessing the Performance of a Brand

  • Introduction to the Power Decision Group's Brand Assessment Matrix (BAM)
    • Five qualities of a brand
    • Brand dimensioning
  • Group Exercise 4: Uncovering Your Brand's Strengths and Weaknesses
    • Completion of BAM
    • Analysis of Results
    • Development of strategies to address brand performance issues
    • Presentation & Discussion

Facilitator: Mr. Rainier Bisnath

Mr. Rainier Bisnath.


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Days
Cost TT $4,000.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Tamara Edwards - ext. 157
Jamie Kendall - ext. 155



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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