BRANDING AND MARKETING STRATEGIES

1.0 INTRODUCTION

A brand is any name, design, or other written or visual attribute that can clearly
distinguish a company, product, or service from other products or services on the
market. Through branding, your customers will understand your value, how to
treat them and what they can expect from you in future interactions.

Brands are not deceiving people into thinking that they are a more prominent
company than themselves, nor are they enticing logos and websites to “look
important.” It also cannot run on autopilot.
Part of good branding is to actively manage the brand and all its components,
just like an oiled machine. In a sense, it is a machine: it is the driving force that
makes your company run. On the whole, brand means how customers (and the
general public) perceive you. How do these people feel about your business?
What do they think about when they see your brand name? What is factored into
their overall purchase decision?

Are you fun and adventurous? Legendary and exquisite? Is it expensive and ambitious?
Affordable and comfortable? Branding is about how your business makes your
customers feel and what actions you have taken to cultivate your business branding.
Brand strategy defines what you stand for, a promise you make, and the personality you
convey. And while it includes your logo, color palette and slogan, those are only creative
elements that convey your brand. Instead, your brand lives in every day-to-day
interaction you have with your market; The images you convey., The messages you
deliver on your website, proposals and campaigns., The way your employees interact
with customers and A customer’s opinion of you versus your competition

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large. ( Approved 2017). Marketing is the promotion of business products
or services to a target audience. Marketing is the process of interesting potential
customers and clients in your products and/or services. The key word in
this marketing definition is "process"; marketing involves researching, promoting,
selling, and distributing your products or services.

2.0 OBJECTIVES
 After completing this program the participants will be able to:-

a) Clearly understand the concept of brand and marketing to differentiate between

them.,
b) Lay out the principle of 7C and 7P of marketing mix.,
c) Recognize the purpose of marketing and branding
d) Apply 6 Components in marketing strategies.,
e) Create brand strategy for the company or organization

3.0 COURSE CONTENTS

MODULE MAIN TOPICS SUB-TOPICS

1 Introduction Definition of Marketing & Branding
The Purpose of Marketing & Branding
The Difference between Marketing &
Branding
The Main Concept
Brand Equity
2 The Principles of 7 C
Marketing Mix Credibility
Cost Effective
Customers
Connection
Close
Customer Service
Cash
3 The Principles of 7P-
Marketing Mix Product
Prices
Place
Promotion
Packaging
Positioning
People
4 Brand Strategies Pricing & Channel
8 Branding Tools
Sales Process
Campaign Planning
Marketing Plan
5 Branding Approach Brand Product
Brand Mission Statement
 Brand Vision
Brand Positioning
Brand Name
Brand Identity Logo
Brand Promise
Brand Character
Brand Personality
Brand Emotion
Brand Experience
Brand Quality
Brand Pricing
Brand Packaging
Brand Distribution

6 Marketing Strategy & Spread, Inspire, Engage, Connect &

Communication Nurture
Branding Process - Analyze, Involve,
Create, Implement & Evaluate

4.0 METHODOLOGY

Interactive Lecture via Zoom Platform

Group Presentation
Group Discussion
Video
Slide presentation
Management Games

5.0 AGENDA

TIME/DAY ONE TWO

8.30-10.30 Module 1 Module 4 (ii)
10.30-11.00 Tea Break Tea Break
11.00-1.00 Module 2 Module 5
1.00 – 2.00 Lunch Break Lunch Break
2.00-4.00 Module 3 Module 5
4.00-5.00 Module 4 (i) Module 6

6.0 FACILITATOR
PLF DR AB RAHMAN IBRAHIM
Dip Val, BPty Mgt (Hons) (UTM), Cert. Entrp Mgmt. (UNE), MSc. (Corp.
Communication), PhD , FCMI (UK), MInst CM (UK), NNLP, ONE Coaching & Therapy
Practitioner