Brand Management Training in Durban

A brand’s digital presence is crucial for a business’s survival in today’s interconnected world.

This instructor-led, live training is designed for marketing professionals at all levels who wish to strengthen a business’s online brand positioning, evaluate brand performance, and manage brand image and reputation through a thorough Online Brand Audit.

The cumulative effect of multiple online touchpoints ultimately shapes how your target audiences perceive your company, and whether they choose to do business with you.

Conducting an online brand audit has become standard practice for businesses to evaluate and strengthen their brand positioning within a specific market.

In addition to assessing your brand’s owned online assets for strengths and weaknesses, this audit will dissect how your brand is being discussed on external channels your business does not own, to evaluate brand perception.

By the end of conducting an online brand audit, you will be empowered to develop a transformative brand marketing strategy that aligns with broader business goals.

Although this course falls under the category of 'Brand Management', it intersects with many other disciplines within an organisation; from customer experience and online user journeys to uncovering insights to marketing strategy and planning.

By the end of this training, participants will be able to:

• Evaluate a brand’s online presence for strengths and weaknesses.
• Uncover a business’s online reputation and image.
• Identify and strengthen a brand’s positioning in a given market.
• Build a results-driven brand strategy and integrated online marketing communication plan.
• Conduct a competitive brand analysis and build industry perceptual maps.
• Conduct an SEO audit.
• Learn the updated SEO guidelines in the age of AI.
• Uncover valuable insights about how different customer groups perceive a business and its products or services.
• Administer online social listening.
• Use AI to make conducting routine brand audits more efficient.

Audience

This programme is tailored for all staff members seeking a broader perspective on their specific roles within the business, as well as how these roles contribute to the overall success of the organisation.

Course Format

The learning experience combines:

• Guided discussions
• Slide presentations
• Practical exercises

By the end of the workshop, participants will be able to:

• Define what a 'brand' is and identify ways to positively influence it
• Comprehend change strategies and understand your company's position within those frameworks
• Outline the core principles that underpin any business transformation
• Appreciate the critical role of customer and stakeholder relationships in business success
• Clarify the financial elements of the business, including your specific department's contribution
• Identify key aspects of negotiation to secure the most favourable outcomes for your area of responsibility