COURSE OBJECTIVES

• Learn to build and manage winning brands in the FMCG market context

• Overcome branding issues in the FMCG market context

“So often our brands are placed in situations outside of our direct control. Creating a brand that continues to convey its position in the hands of others is the true test of Strategic Brand Management within FMCG. Defining and focusing on your brand as a ‘unique individual’ that requires sustenance to survive is critical to a brand’s ongoing success.”

Paul Grundy

Do you want to build a winning brand in the FMCG sector?

Nourishing brands to keep them driving forward in the FMCG environment can be challenging. Given changes that are taking place in the marketing environment, it is crucial for companies to create strong brands that connect with their target market.

The concept of branding originated in the FMCG industry. However, the process of branding has evolved and has grown to include more than just the company name/logo, product name/logo.

Brands create emotional attachment to products and companies. Successful premium brands are perceived to evoke a sense of higher quality along with all intangible qualities that surround the brand.

Typically companies think of brands in development, growth and decline. The ability to sustain them is vital to protecting your market share. Strategic Brand Management for FMCG offers some real-life perspectives to help you shape robust brand management strategies in the competitive FMCG sector.

Facilitated by Paul Grundy, a seasoned expert in FMCG, you will emerge from the seminar with an improved understanding of the elements involved in successful branding strategy and techniques that are specific to FMCG that you can apply immediately upon returning to your organisation.

7 GREAT REASONS TO ATTEND

1. Build a robust brand management strategy for your product(s)

2. Learn to build and manage your brand equity

3. Identify and overcome barriers to growth and sustainability

4. Shape your corporate culture based on the brand for to create a brand inspired culture

5. Be able to make informed considerations in the launching or acquiring of brands

6. Develop strategies to sustain brands

7. Gain tips and advice from a seasoned expert in FMCG brand management

DAY ONE

Overview of FMCG Brand Management

• Brand Convergence - FMCG branding trends in NZ, Australia and the World

• FMCG brand management pioneers best practices

Demystifying Brand Management

• Brand vs. Product

• Brand identity

• Brand as a means to differentiate yourself from the competition

• Choosing brand elements

• Types of brands

Building and Managing Brand Equity

• Identifying stakeholders and stakeholder interests

• Benefits of a strong brand equity

• Brand equity as an asset

• Using brand extensions to leverage a brand

• When to license a brand

• How to protect your brand equity

• How marketing communications affect your brand equity

Creating an Effective Brand for FMCG

• Defining the brand

• Setting objectives for a brand

• Defining your target market

• Brand positioning/repositioning

• Branding strategy and techniques that are specific to FMCG

• Brand difference

Exploring and Identifying Barriers

• Budget/Finance

• Competition

• Timing

• Finance/Marketing

• Market Size/Location

• Market access

DAY TWO

Measuring Brand Equity/Performance

• Approaches to measuring brand equity

• Measuring sources of brand equity

• Measuring outcomes of brand equity

• Dilution – Your brand in the hands of others

Brand Identity - Branding Issues in FMCG

• Getting senior management buy-in

• Most common brand extension issues/problems

• Price sensitivity

• Legal issues

Corporate Culture and Support of Brand

• How brand, culture and business performance are related

• Creating a brand inspired culture

• Building your brand from the inside

• Aligning your operations, policies and procedures to the brand

Launching or Acquiring Brands

• Brand versus Product

• Brand Plateau

• Brand Language – Creating/using language that supports the brand

• Brand Extensions – Considerations on when to extend a brand

- How to maximise and use them as a platform to launch related products

• Name Changes – Considerations on name changes

- Why are they necessary?

- Potential pitfalls

• International Opportunities – Driving brands in different markets

Sustaining Brands

Given the significant cost of creating and launching brands – sustaining them is vital to their longevity – within this context the four key areas to consider in sustaining brands are:

• Added value – What additions, modifications, and enhancements are necessary to sustain a brand

• Innovation – How to use innovation to sustain a brand

• Maintenance – Keeping brands up-to-date

• Entry barriers – How to create barriers to entry via branding