Every significant step we plan to take with a brand has to be made on the basis of proper market information. In Module 2 we stress the importance of collecting the requisite data and information on brands, analysing it, and learning how to synthesise the results. This allows us to create the right brand position, give the brand the right personality and prepare the appropriate brand communication brief.

We are talking about comprehensive brand intelligence:

• which data should be collected, where and how to find the requisite data;
• how to analyse and synthesise data;
• develop a unique brand personality by giving it the right attributes, values and capabilities.

On this basis it is possible to create the desired position of a brand (by applying the right brand strategy, which is in balance with the marketing strategy). On top of that, students will be able to establish the proper brief for a desired brand, which is essential for any effective brand identity and brand communication.

In MODULE 2 participants acquire the following knowledge and related skills:

• Changes that influence branding: markets, populations, technologies
• The existing brand position and perception
• Definition of the brand position – four crucial competitive market elements
• B2C and B2B brands – diversities and analogies
• The key to sensible researches – get a true insight into and true outside perception a brand
• Proper analysis – the basis for the best synthesis
• The “We and They” phenomenon
• Detecting brand problems and/or branded product problems
• How to read and interpret data – the use of several synthetic research tools
• Basic brand characteristics: values, attributes and personality
• The desired brand position and perception
• Target groups, their personalities and characteristics
• The desired brand image versus the perceived brand image
• Connecting the brand with actual trends
• The brand vision and mission
• Corporate identity and brand strategies
• Brand architecture – an optimised mixture of differences
• National and international corporate brand architecture
• The brand brief - the definition of the desired brand

Lecturers:

Mitja Tuškej – Head of MODULE 2
Leslie de Chernatony
Janja Božič - Marolt
Andrej Pompe