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Global Branding: Challenges and Insights


2 Days


Brands have increasingly become a greater part of all our lives and the development of a successful brand adds top line revenue as well as bottom line profit. Powerful branding is all about creating a niche that only you can own and really defending it from your competitors. It is about communicating in a way that inspires and motivates your clients to want to do business with you.


This highly practical workshop will take delegates on a journey that will inspire them to think big, gain clarity around their brand and explore the ingredients of an engaging brand identity that will truly resonate with their current and prospective clients. Through the use of practical case studies from global organisations delegates will learn how some companies have developed successful global brands and how not to make the mistakes others have made. The workshop includes exercises which allow participants to use the information provided and develop their skills, making it easier to implement any changes back in the workplace.


  • Become familiar with the concept of branding

  • Understand the key elements of a brand

  • Know what makes a brand strong

  • Be able to develop strong brands for your company

  • Learn about certain companies through case studies

  • Write brand plans which acknowledge the elements required for a successful brand

  • Find, re-find and re-fine brand loyalty


  • Develop an understanding of the importance of effective global branding

  • Become familiar with the legal issues surrounding branding

  • Develop an understanding of the best ways to represent your brand

Areas Covered

Day 1

  • What is branding?

  • What makes a strong brand

  • Building brand excellence

  • Best global brands

  • How not to brand

  • Customer choice drivers/roles of brands

  • Brand planning

Day 2

  • Overview of the brand portrait

  • How to create a brand?

  • Brand positioning statement

  • Representing your brand

  • Brand equity

  • Re-branding

  • Legality

  • Action plans

Who Should Attend

  • Designed for anyone who needs to understand the important drivers of brand identity and develop the brands future strategy to develop the brand for its customers.

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