Brand Architecture: Strategic Positioning Masterclass

Brand Architecture: Strategic Positioning Masterclass

Location

MST 1018

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Sales & Business Development

Technical Focus Area:

Customer-Centric & Consultative Selling Skills

About the Course

In today’s crowded marketplace, brands are among an organization’s most valuable assets. This course provides a structured, end-to-end view of professional brand management—from defining brand vision and strategy to activating it through communication and measuring its performance over time. Participants will explore how to analyze markets and competitors, identify positioning opportunities, and design unique value propositions that resonate with target consumers while supporting business objectives.

The program emphasizes practical, real-world brand management. Participants will review consumer behavior models, learn how to conduct and interpret research, and use insights to refine positioning and brand experience. They will master the fundamentals of brand storytelling and integrated communication, ensuring consistent brand messaging across traditional and digital channels. Special focus is placed on managing brand equity, tracking brand health using KPIs, and using data to inform strategic decisions.

As digital platforms reshape how brands are built and perceived, the course dives into digital branding and social media strategy, including influencer collaboration and online reputation management. Participants will also consider how to protect brands during crises and maintain brand integrity under pressure. By the end of the course, attendees will have a robust toolkit and a clearer sense of what it means to act as a modern, strategic, and creative brand manager.

Learning Milestones

By the end of this course, participants will be able to:
- Develop comprehensive brand strategies that are firmly aligned with business goals.
- Understand and apply market research techniques to inform brand decisions and positioning.
- Create effective brand positioning frameworks, value propositions, and messaging.
- Manage and enhance brand equity over time, across multiple touchpoints and markets.
- Master tools and frameworks for measuring and analyzing brand performance and brand health.
- Strengthen cross-functional collaboration with marketing, sales, product, finance, and agency partners.
- Build skills in digital branding, including social media, content, and influencer marketing.
- Handle brand crises and protect brand integrity in challenging situations.
- Foster innovative thinking in brand development, communication, and portfolio management.

Professional Audience

- Aspiring and current Brand Managers seeking to deepen or formalize their skills
- Marketing professionals responsible for brand-building activities and campaigns
- Entrepreneurs and business owners looking to build strong, distinctive brands
- Product managers and innovation leads involved in positioning and go-to-market strategy
- Advertising, PR, and communication specialists who support brand strategy and activation

Modular Syllabus

Brand Strategy and Positioning Foundations

- Understanding the fundamentals of brand strategy and why strong brands win
- Defining brand vision, mission, and values as strategic anchors
- Developing brand positioning frameworks and territories
- Analyzing competitors and identifying market gaps and white spaces
- Creating unique, customer-centered value propositions
- Aligning brand strategy with overall business and portfolio objectives
- Understanding the role of differentiation and relevance in positioning
- Group activity: Draft a basic brand positioning statement and strategic outline

Consumer Insight and Market Research for Brand Decisions

- Overview of consumer behavior theories and decision-making models
- Conducting qualitative and quantitative research to understand consumers
- Customer segmentation: demographic, psychographic, and behavioral approaches
- Analyzing consumer needs, desires, and pain points for sharper positioning
- Interpreting market trends, category dynamics, and competitive movements
- Leveraging data analytics tools to inform brand decisions and innovation
- Using customer feedback and social listening to refine brand strategy and experience
- Exercise: Turn research findings into actionable insights and positioning implications

Brand Communication, Storytelling, and Integrated Messaging

- Mastering the art and structure of brand storytelling
- Creating compelling brand narratives that connect emotionally and rationally
- Understanding the role of emotion in brand communication and loyalty
- Developing consistent brand messaging, voice, and tone across channels
- Exploring digital and traditional communication strategies (paid, owned, earned)
- Creating integrated marketing communication plans that support brand goals
- Utilizing content marketing to strengthen brand presence and advocacy
- Case-based workshop: Build a simple brand story and integrated communication concept

Brand Equity, Measurement, and Performance Management

- Defining brand equity and its components (awareness, associations, loyalty, perception)
- Techniques and tools for tracking brand health over time (brand trackers, surveys, NPS)
- Designing brand tracking studies to measure consumer perception and behavior
- Developing KPIs for brand success (consideration, preference, premium, advocacy, etc.)
- Analyzing ROI of brand marketing and communication activities
- Using data and dashboards to adjust brand strategies and improve performance
- Understanding the link between brand equity and overall business value and pricing power
- Activity/workshop: Build a brand performance scorecard and interpretation plan

Digital Branding, Social Media Strategy, and Brand Protection

- Understanding the role of digital media in modern brand building
- Creating a digital brand strategy aligned with core positioning and objectives
- Developing a strong social media presence and content approach for your brand
- Utilizing social platforms to engage target audiences and build communities
- Analyzing social media metrics and digital KPIs to measure brand impact
- Designing influencer marketing campaigns and collaborations to boost awareness
- Introduction to managing brand crises in digital channels and maintaining brand integrity
- Capstone: Present a mini Brand Management Plan that integrates strategy, communication, measurement, and digital branding

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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