Description
In today’s highly competitive and transparent business environment, organisations must go beyond offering quality products or services to build a strong and credible brand reputation. Effective brand positioning helps organisations clearly differentiate themselves in the market, while corporate reputation management ensures long-term trust and credibility among stakeholders. This course provides participants with practical knowledge and tools to develop a clear brand positioning strategy and manage corporate reputation effectively. Participants will learn how to align brand values with organisational goals, communicate consistent brand messages, manage stakeholder perceptions, and respond strategically to reputation risks.
Learning Objectives
Upon completion of this program, participants will acquire these:
- Understand the concept and importance of brand positioning in a competitive market.
- Identify key elements that influence corporate reputation and stakeholder perceptions.
- Develop a clear and effective brand positioning strategy aligned with organisational values.
- Apply communication strategies to strengthen brand credibility and consistency.
- Recognise potential reputation risks and implement proactive reputation management practices.
- Create practical action plans to improve brand positioning and corporate reputation within their organisations.
Key Contents
Day 1
Module 1: Understanding Brand Positioning
Definition and importance of brand positioning
Difference between brand, brand identity, and brand image
Key components of effective brand positioning
Competitive differentiation and value proposition
Module 2: Identifying Target Audience and Market Perception
Understanding customer segments and stakeholder expectations
Developing customer personas
Analysing brand perception in the market
Tools for assessing brand awareness and perception
Module 3: Corporate Reputation and Stakeholder Trust
Understanding corporate reputation and its impact on business performance
Key drivers of corporate reputation
Building trust with customers, employees, investors, and the public
Aligning corporate values, ethics, and communication
Module 4: Brand Communication and Messaging Strategy
Developing consistent brand messaging
Communicating brand values effectively
Integrating brand messaging across multiple platforms
Internal communication and employee brand advocacy
Module 5: Wrap-Up
Summary of Day 1 learning
Knowledge check and reflection
Day 2
Module 6: Understanding Corporate Reputation
Definition and importance of corporate reputation
Reputation drivers and stakeholder expectations
Relationship between brand and reputation
Module 7: Managing Brand Reputation
Monitoring brand reputation
Reputation management strategies
Role of social media and public perception
Module 8: Reputation Risk and Crisis Communication
Identifying reputation risks
Crisis communication principles
Managing negative publicity
Stakeholder communication during crises
Module 9: Practical Branding and Reputation Workshop
Developing brand positioning strategy
Aligning communication and reputation strategy
Building a reputation management framework
Module 10: Presentation, Feedback & Action Planning
Group presentation of branding strategies
Feedback and improvement discussion
Developing workplace implementation plan
Total Duration: 14 Training Hours (2 Days)
Methodology
- Interactive and Engaging Learning
- Video/Audio presentations
- Brain-friendly Interactive Lecture
- Practical Exercises
- Group Activities
- Role Play
- Case Studies
There are no mandatory prerequisites for attending this programme. This course is suitable for professionals of all backgrounds who wish to enhance their knowledge, skills, and practical understanding in the subject area.
*Digital Certificate will be provided.
*Hardcopy of Training Materials will be provided.
*Course Fee: RM 3000.00 / Pax (Nett)
*Training Method: Face To Face (Public)
*Time: 09.00 AM – 05:00 PM (2 Days)
*This course is convertible to online training upon request.
Email: info@aliacademy.com.my
