Course Code: b2bbranmanbesp
Duration: 7 hours
Prerequisites:

None

Overview:

A lot of courses deal with Brand Management but only few of them focuses on Business to Business branding. This course focuses on B2B branding which is substantially different from B2C brand management.

Course Outline:

B2B Branding Characteristics

  • Differences between B2C and B2B branding

  • B2B brand Relevance

  • Power of the Business Brand

B2B Branding Dimensions

  • Brand Distinction

  • Brand identity

  • Brand image

  • Brand Communication

  • Brand Evaluation

  • Brand Specialities

  • Efficiency, Effectiveness and Experience 

  • The importance of brand experience

B2B Branding Process

  • Brand Planning

  • Brand Analysis

  • Brand Strategy

  • Brand Building

  • Brand Audit

  • Segmentation

  • Positioning statements

  • Essential strategic tools

  • Ansoff, Porter, PESTLE, Boston, it is fun… honest

  • Ensure that your branding ties into overarching strategy

Branding Pitfalls

  • Is a brand something you own?

  • Do brands take care of themselves?

  • Brand Awareness vs. Brand Relevance

  • Can outsiders do your brand job?

  • Horrific branding mistakes from history and how to avoid them

Branding in Big Picture

  • Corporate Social Responsibility

  • Keeping it ethical

  • Net Zero considerations

  • Design and Branding

  • Brand Leadership