Course duration
18 hours (6 sessions of 3 hours in 6 consecutive weeks – Spring 1403)
July 6, July 13, July 20, July 27, August 3, August 10 from 15:00 to 18:00
Objectives of the course
In a competitive environment, alongside the importance of technical specifications, price, and other factors, what ultimately convinces customers to make a purchase and part with their money is the perception they have of the potential benefits of that product or service. In other words, customers make their decisions based on the mental image and the value proposition offered by the brand. In this training course, we will present the necessary fundamentals to build a brand that establishes the desired image in the minds of the audience, as envisioned by brand leaders.
What you will learn in this course
- Familiarity with Definitions and Fundamentals of Branding
- The Process of Building a Brand
- Understanding the Research Needed to Determine Brand Positioning
- Key Brand Strategy Headings
- Discussions on Naming and Personal Branding
Organizational benefits of course
Upgrading an organization’s brand has direct implications beyond material effects and the positioning it holds for the brand owner. It directly impacts the organization’s employees, their career paths, and their short-term and long-term benefits. Therefore, when individuals become familiar with the functions and requirements needed to build and develop a brand, and understand its impacts, they align more than ever with the organization’s interests and their own. In every action they take, they will prioritize the results that affect the organization’s brand image.
Individual benefits of the course
Understanding the fundamentals of branding alongside the transparent effects it has on individuals’ organizational performance helps them throughout their career path, whether as an individual or as an entrepreneur. It enables them to evaluate the impact of each step they take on the positioning and personal brand image they have developed or the business they have launched, with a comprehensive perspective.
After this course, students can:
- The studies needed for designing and positioning a brand should be planned and supervised during implementation.
- They should have a comprehensive perspective in evaluating or designing brand strategies.
- They should approach brand architecture and naming strategically.
- They will have various tools at their disposal to align the organization on the path to achieving brand objectives.
Course contacts
Those who want to take a step in the field of branding in the field of “advertising” or “market studies” or “product development” or “marketing management” or “strategy and account” and “creativity” take this course.
