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Brand Positioning and Marketing Communications College

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The Brand Positioning & Marketing Communications College
program enhances marketers’ skill development in the development of: 1) brand positioning, to transform compounds and products into brands; and 2) leadership messaging communications.


Who Would Benefit From This Program?

Marketing managers and their resource partners (e.g., marketing research, promotion, agency personnel, etc.), regardless of level, who are involved with in-market brands or pre-launch products.


Program Objectives

The objectives of the Brand Positioning & Marketing Communications College program are to develop/understand the Brand Positioning Strategy Statement and leadership marketing communications. Specific objectives for each are as follows:


Brand Positioning Strategy:

  1. Develop/Understand the Brand Positioning Strategy Statement, the blueprint for transforming products or compounds into brands;
  2. Utilize the Brand Positioning Strategy Statement to guide and ensure strategic integrity in the stewardship of the brand in the creation and execution of each of the marketing mix elements;
  3. Clearly and completely define the Target-Audience to better serve them;
  4. Identify the two dimensions of competitive framework – the literal and perceived, in creating a disequilibrium in the marketplace to favor the brand;
  5. Differentiate benefits from features/attributes;
  6. Understand the 3-types of benefits and develop/choose a relevant, meaningful point-of-difference benefit versus competition;
  7. Identify legitimate reasons-to-believe to support the benefit and make it more credible to the Target-Audience;
  8. Appreciate that Brand Character is a strategic element of the brand positioning and how to develop an appropriate, strategically sound character for the brand;
  9. Assess the Brand Positioning Strategy Statement for technical accuracy;
  10. Display the Brand Positioning Strategy for the company’s brands versus competition to assess competitiveness; and
  11. Develop Power Positioning to create brand loyalty.


Leadership Marketing Communications:

  1. Move from brand positioning to marketing communications;

  2. Understand the difference between the Brand Positioning and marketing Communication Strategies;

  3. Appreciate the role of the Marketing Objective in creating marketing communications messaging that generates sales while building brand equity;

  4. Develop the Communication Strategy to identify the strategically appropriate marketing communication message to achieve the Marketing Objective;

  5. Understand the role of, and develop, Campaign Ideas to ensure compelling strategic communications in all marketing communication vehicles;

  6. Use a tissue meeting to improve the quantity and quality of ideas within less time;

  7. Assess the effectiveness of Campaign Ideas and comment in a way to add-value to their productivity; and

  8. Learn ways to continue to enhance the marketers’ skill set in the development and execution of brand positioning and marketing communications.


Program Type

This is an intensive three-day course developed and taught by Brand Development Network International instructors and consultants, using customized cases with numerous, practical real-life examples from around the world combined with plenty of “hands-on” experience.


Global Marketing Competency Addressed

  • Marketing Planning and Execution
  • Brand Positioning & Development
  • Coaching to Add Value
  • Managing the Development of Leadership Communications
  • Providing/Setting Clear Strategic Direction
  • Creating and Nurturing a Productive Client-Agency Relationship

Additional Information

This program has been conducted within a wide range of industries for Fortune Top 100 companies throughout the world over the past 15-years. This program receives among the highest ratings by participants for “usefulness” (What Others Say) from among all training programs taken by marketing professionals in these organizations.


Delivered By

BDN International instructors/consultants who each have more than 25-years experience and have served leadership positions in in-line marketing and general management. Additionally, all have extensive experience working with many different industries (e.g., consumer, beverage, pharmaceutical, medical devices, financial, B2B, etc) throughout the world.

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