Brand Management Training in Marseille

A strong digital presence is vital for business survival in today's interconnected world.

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

The combination of various online touch points ultimately influences how target audiences perceive your company and determines whether they decide to engage with your business.

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

Beyond assessing your brand's owned online assets for strengths and weaknesses, this audit examines how your brand is discussed on external channels you do not own to gauge brand perception.

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

Although categorized under 'Brand Management', this course intersects with numerous other organizational disciplines, including customer experience, online user journeys, insight discovery, marketing strategy, and planning.

Upon completion of this training, participants will be able to:

• Evaluate a brand's online presence to identify strengths and weaknesses.
• Uncover a business's online reputation and image.
• Identify and reinforce a brand's positioning within a given market.
• Develop a results-driven brand strategy and an integrated online marketing communication plan.
• Perform a competitive brand analysis and create industry perceptual maps.
• Conduct an SEO audit.
• Learn the latest SEO guidelines in the age of AI.
• Gain valuable insights into how different customer segments perceive a business and its products or services.
• Implement online social listening techniques.
• Utilize AI to streamline and enhance the efficiency of routine brand audits.

Audience

This course is tailored for all staff members seeking a broader perspective on their specific roles within the company and how their contributions enhance the organization as a whole.

Course Structure

The program combines the following elements:

• Facilitated group discussions
• Slide-based presentations
• Practical exercises

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

• Define “brand” and identify ways to positively influence it
• Comprehend change management strategies and understand the company’s role within them
• Articulate the key principles that underpin business changes
• Recognize the critical importance of Customer and Stakeholder relationships for business success
• Clarify the financial dimensions of the business and their specific department’s impact
• Determine key negotiation tactics to achieve optimal outcomes for their area of responsibility