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How to write a great brand plan7 CPD hoursCoursecode0654Level FoundationDuration1 day Venues and datesLondon201113September07December201221March28June05September21NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßMarketing the Brand (p54)Moredatesandtobookonlinewww.cim.co.uk/0654Overview Building and managing successful brands is oneof the key marketing value drivers today. Theability to develop brand vision and insight toreally engage your target market is at the heart ofeffective brand strategy together with excellencein designing an integrated marketing mix to bringthis to life. Great brand plans bring all theseelements, and more, together to helpcommunicate internally and externally how equitywill be built and protected.Benefits to you and your company You will learn the key steps in developing astrategic brand plan. You will benefit bycomparing your company's approach to that ofother delegates and the case studies used. Youwill leave equipped with a brand planningframework and an understanding of the keyactivities that build brand equity.Through many relevant examples and theapplication of a stimulating case study and groupdiscussion, delegates will be able to write moreeffective brand plans. Individuals will learn leading-edge brand concepts, enabling them to bring newideas and skills back to their organisations.Who this course is for This workshop will be especially useful formarketers who have to prepare a brand plan forthe first time, or are reviewing the effectiveness oftheir current plans. It is also invaluable for seniormanagers having to evaluate the brand planssubmitted to them by specialists. What you will learn ßIdentify the components of a brand.ßIdentify where consumer perceptions of abrand come from.ßConduct a market and brand situationanalysis.ßGenerate ideas on a future brand strategy fora simulated brand scenario.ßRecognise some of the contemporary issuesfaced by brand managers and identify ways bywhich they might be tackled in your ownorganisation.ßThe structure and contents of a brandguideline document.ßHow to write an insightful strategic brand plan.Learning approachThe workshop provides a clear brand planningframework and allows you to apply theprinciples presented to a case situation. Thisreinforces learning in a fun, stimulating andinteractive environment, making applicationeasier back at work. Introduction to BrandingMaking the intangible tangible!7 CPD hoursCoursecode0646Level FoundationDuration1 dayVenues and datesLondon201105December201224May 03OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßMarketing Metrics:Measuring MarketingPerformance (p85)Moredatesandtobookonlinewww.cim.co.uk/0646Overview Few organisations have a formal and systematicprogramme of metrics and analytics to assessbrand performance and establish the link betweenbrand, marketing and organisational performance.This workshop will help you to measure yourorganisation's most important asset, key valuedriver and determinant of success.Benefits to you and your company You will develop skills and confidence in creatingand utilising appropriate brand metrics to trackbrand performance (awareness, preference,loyalty, equity) as well as the linkages betweenthese and other marketing and financial measuressuch as ROBI (Return on Brand Investment).Your organisation will experience a moreprofessional and commercially oriented approach to brand measurement and evaluation,incorporating and integrating a mixture of 'hard'and 'soft' measurement, as well as establishingthe links between them. This, in turn, will increase confidence in making and justifyingbrand investments.Who this course is forThe workshop will be particularly useful forpeople working in organisations where brandinvestment is in the spotlight, under threat or hasbeen has been cut.What you will learn ßHow to create metrics-oriented brand/marketing plans.ßHow to design and conduct market researchto establish, position and track performance.ßHow to conduct a comprehensive 'brandaudit'.ßHow to create appropriate brand and relatedmarketing metrics.ßHow to determine brand value (including newISO10668 standard).ßHow to create and integrate new brandmetrics, eg. social media sentiment.ßHow to create a brand marketing scorecard.ßHow to avoid common design, implementationand management pitfalls.ßHow to establish links between brand,marketing activities, organisationalperformance and results. ßHow to justify brand investment and budget.Learning approachA mixture of slides, exercises/mini workshops,discussion and video, with the emphasis oninsight and application!Brand MetricsBranding52Training bookings and advice +44 (0)1628 427200

How to stand out as an employerof choice Overview A powerful employer brand is a critical factor inattracting the highest calibre people to yourorganisation. Delivering on the 'employer brandpromise' will help you in retaining the best, andensuring that all of your employees are moremotivated and engaged in achieving thecompany's vision and objectives. Benefits to you and your company You will come away with a clear understanding ofthe role that the employer brand plays in asuccessful organisation. You will be armed todifferentiate your organisation as an employer, and to communicate this message in a compellingway, both inside and outside of your company. You will also gain insight on how this has a wider,positive impact on customer perceptions andtherefore on organisational success.Your organisation will ultimately benefit fromattracting and retaining high calibre staff.Implemented well and consistently over time, aneffective 'employer brand plan' will help reducerecruitment costs, staff churn and improve overallstaff motivation to deliver on your organisation'svision and objectives. Who this course is forThis course is not solely for practitioners ormanagers working in marketing. Any manager -and specifically those working in HR andcommunications - would get value from attending.What you will learn ßUnderstand why the employer brand is important.ßAppreciate the components of the employerbrand, and how this relates to the customerbrand.ßConsider the extent to which there is analignment of your two brands.ßHow to carry out research on your employerbrand. ßHow your employer brand is currentlyperceived, and how it needs to change/develop.ßHow to build an employer brand proposition.ßHow to build the tactical detail of the employerbrand eg. organisational values andbehaviours, reputation of organisation etc. ßHow to communicate with potential employeesthrough brand communications.ßHow to develop communications throughoutthe stages of employment.ßHow to measure the success of the employerbrand.Learning approachThe course will get delegates thinking about thestages in the development of the employerbrand as it progresses. There will be examplesof how other companies have managed differentstages in the process, and delegates will applythese ideas to their own organisation.Building the Employer BrandBook onlinewww.cim.co.uk 53Branding7 CPD hoursCoursecode1155Level FoundationDuration1 dayVenues and datesLondon201120September201211January12JunePrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/1155Any one of our 130 trainingcourses can be delivereddirect to teams in-houseWe can work with you to create anddeliver learning and developmentsolutions that will drive teamperformance and improve results...To find out more contact ourcorporate training advice team on...Tel: +44 (0)1628 427250Email: team@cim.co.ukCourses developed to meetyour specific needsMore complex solutions coveringskills gap analysis, through toplanning, development and delivery