Brand Management and Storytelling
About This Course
This course provides a comprehensive foundation in managing and communicating brand value through strategic storytelling. Learners will develop the ability to craft compelling brand communication concepts that address stakeholder needs while effectively highlighting product or service benefits. Emphasis is placed on capturing customer insights and monitoring feedback using active listening strategies to understand brand perception and influence reputation. Participants will also plan and execute integrated marketing and public relations campaigns aligned with brand positioning to enhance brand visibility. Through performance tracking using key indicators, learners will evaluate campaign impact and recommend improvements to optimize branding effectiveness.
In today's competitive marketplace, strong brand management is essential for building trust, engagement, and long-term customer loyalty. This course is particularly relevant to the fields of marketing, public relations, and corporate communications, where coherent and strategic brand messaging can make a significant impact. Learners will acquire actionable skills that boost employability and prepare them for career advancement in roles that require brand storytelling, campaign planning, and audience engagement.
This course is designed for beginner to intermediate learners, especially those entering branding, marketing communications, or PR roles, or professionals looking to strengthen their strategic branding capabilities.
What You'll Learn
LO1: Draft brand communication concepts that address stakeholder needs and highlight product or service benefits effectively.
LO2: Document customer insights and brand feedback using listening strategies to evaluate influence on brand reputation.
LO3: Execute marketing and public relations initiatives that align with brand positioning to boost brand awareness.
LO4: Monitor brand performance using indicators and recommend enhancements for public relations campaign effectiveness.
Course Outline
LU1: Stakeholders and Organization
T1: Internal and external stakeholders influencing the brand
T2: Types of external audience
T3: Draft branding designs and ideas highlighting the product or service's attributes and benefits
T4: Assess organisation's reputation on social media and other platforms
LU2: Customer Influence
T1: Perceptions of customers of the brand, products and services
T2: Importance of the customer in influencing the brand reputation
T3: Document customer reception to brand and outcome of branding campaigns
T4: Perform active listening from customer to understand customer's perspective of the organisation
LU3: Branding in Marketing
T1: Basics in branding
T2: Role of branding in marketing
T3: Execute branding campaigns, events and activities to increase brand awareness
T4: Execute public relations campaigns in alignment to brand positioning strategies, operational plans and budget
LU4: Branding Effectiveness
T1: Measures or indicators of organisation's reputation on different platforms
T2: Indicators of successful branding
T3: Public relations tactics
T4: Monitor the success of the brand against Key Performance Indicators (KPI)
T5: Provide suggestions to improve public relations campaign effectiveness
Entry Requirements
Knowledge and Skills
• Able to operate using computer functions
• Minimum 3 GCE ‘O’ Levels Passes including English or WPL Level 5 (Average of Reading, Listening, Speaking & Writing Scores)
Attitude
• Positive Learning Attitude
• Enthusiastic Learner
Experience
• Minimum of 1 year of working experience
Target age group: 21-65 years old