Program Specifications:
Length: one day，09:00-17:00
Who will benefit from this course: Executives, marketing directors and managers.
Class Size: 15-30 participants
Strategy can be the defining factor in the intensive competition. In this program, participants will learn how to find an unique positioning to differentiate competitors, how to communicate positioning and build a brand.
Outline:
1. Win by positoning
· New business reality
· Marketing: A Battle for Mind
· The most important 1P apart from 4Ps
· Factors influence positions formation
2. The immutable laws of Marketing
· It’s better to be first than to be better.
· Owning a word in the prospect’s mind.
· Focus: the future of your co. depends on it
· To be first in mind, not in the marketplace
· For every attribute, there is an opposite, effective attribute.
· There is an irresistible pressure to extend the equity of the brand.
· Be honest to prospects.
· You have to give up something to get something.
· Be patient.
3. Building a Strong Brand’
· What is service brand?
· Types of service brand
· Features of Service brand
· Why creat a service brand?
· Challenges of brand building
· Steps of brand building
· Creat a good name
· Single brand, major and subsidiary brand
· Corp. identity system: MI, BI, VI
· Service channels
4.Marketing Communication
· Integrate the resources
· Every employee has the responsibility to communicate brand
· Basic questions of communication
· Define the message
· Interact with customers
· Choose and integrate channels of communication
· Story marketing
· Dynamic management of brand |
