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Brand management

Module Leader: Tim Lucas

Overview: Protecting and developing the magazine brand into new speres provides publishers with numerous opportunities to build reader loyalty and grow revenues. But where to start? What opportunities are 'good' and 'bad'? A one day course on brand management.

Module Content:
Day One:
(i) What Is A Brand?

• What is a brand and how does it differ froma product?
• Should your ambition be to create a brand or exploit one?
  

(ii) Why Brand?

• The way in which you view your business will impact enormously on the ambitions you set for it. Often a core competence can be extended beyond the core product and create new sources of profitable revenue. It is essential to understand what kind of brand you need, and what difference having it could make.

(iii) Brand Planning

• What processes can publishers use to develop the brand?
• How to decide on brand positioning and personality
  

(iv) Why Extend The Brand?

• What is the role for brand extension?
• How do you decide between a good and bad extension?
• What are the dangers to avoid and the opportunities to capitalise on?

(v) Managing The Brand

• How can you ensure that the brand is delivered consistently inside and outside of the business?

(vi) Measuring Success

• How do you measure the brand's development?

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