Dates to be advised. Please contact us for more information.
PM Society Member Cost: £770
(£924 inc. VAT)
Non-PM Society-Member Cost: £880
(£1056 inc. VAT)
Global & Local Brand Optimisation
Who will benefit?
Developed specifically for those in an international or European position who wish to optimise global strategies and campaigns at a local level.
Topics covered
- Role and value of brands and overview across sectors
- Utilising and shaping perception, knowledge, attitude and beliefs
- Different approaches to branding
- Role of brands specific to pharma
- Brand essence, brand values and brand personality
- Global needs and objectives
- Local needs and objectives
- Degrees of flexibility and constraint
- Customer/patient touch points and relationship with the brand
- Ways to enhance the brand experience
Core competencies
- Ability to understand the key principles and practice of brand development and its value
- Understanding the difference between EU and global brand acquisition
- Confidence to identify and develop a strong brand platform
- Understand the branding challenge as it applies globally and locally
- Knowledge of how different customers interact with a pharma brand
- Understanding how to add value to a brand
Learning outcomes
Completion of this module enables delegates to understand the brand development process and how to overcome the global and local challenges involved.