This workshop focuses on the design of a brand’s structure, architecture or family tree. Learn the different types of relationships that can exist between brands and sub-brands and when sub-brands are necessary and when they are not. We address ingredient branding, co-branding and brand endorsement. The workshop also provides information on all of the most important brand identity components – name, logo, tagline, etc. We highlight the different types of names that can be created and used and the situations for which they are most appropriate. And discuss the importance of color in a brand identity system and the meanings associated with different colors. Finally, we share ways to ensure consistency in brand presentation across communication vehicles (through brand identity guidelines, systems and processes).
Who Should Attend?
- Marketing Oriented Leaders
- Advertising agency professionals (account executives, partners, etc.)
- Marketing professionals (managers, directors, vice presidents, etc.)
- All professionals involved in brand building (CEO’s CFO’s, CMO’s, HR Directors, etc.)