What should the business owner and brand manager be aware of if they want to create a strong brand or take it to the next level? What brand management tools are effective today? When should a brand be rejuvenated and is rebranding necessary? How to avoid overwhelming consumers with the complexity of positioning? How can you analyze the health of your brand and conduct an audit? How to create a brand leader?

These questions are the focus of the Brand Management School program.

• Customer value design. How to create a successful value proposition?
• Brand strategy. How to create a brand leader? 
• Brand positioning and emotional focus. How to lay the foundation of a brand and ensure its uniqueness?
• Brand architecture: when is it better to create a new brand and when to create a new sub-brand? 
• The main tasks of brand management.
• Brand management as a continuous process. Where to start and what to avoid?
• The brand pyramid as a tool for creating a strategic foundation.
• Tools and approaches to brand development through expansion and rejuvenation. Practical work with a case study.
• Branding in the framework of evidence-based marketing. Distinctive brand attributes.
• How do brands grow? Brand development model.

• Brand architecture. How to overcome perception barriers?
• Tools for building a brand with a high level of recognition.
• Expanding the range and optimizing the brand focus.
• Brand management for companies operating in B2B markets.
• Strategy for developing a niche as a brand. Practical work with a case study. 
• Brand audit: external and internal. Algorithm and typical brand mistakes.
• Price premium of a strong brand. How to determine and influence it?
• Brand health: a list of indicators. An example of analysis based on the case of Privatbank. 
• How to manage a brand portfolio?  Prioritization of the brand portfolio.
• How to create a brand leader? Summary and reflection.