Accreditation program: The Accreditation will take your skills to the next level. It’s essential to take Intellectual Property laws into account when you turn ideas into a new business, product or service, and develop its brand. The very choice of name and other identifiers by which a brand is recognised in the market, has IP implications. Leaving IP to lawyers to address as part of clearance checking or brand protection misses the subtleties of IP when making the actual decisions.
Every branding professional needs to understand what is required to meet the requirements of distinctiveness in trademark law because it’s key to creating a distinctive, differentiated brand.
This program is about how to develop a brand strategy by considering IP in context so IP strategy forms an integral part of decisions. You will need to unlearn what you know about IP as we go through case studies on naming, and other brand identifiers.
Course structure: The program covers the
following 5 broad topics
THINK IP FIRST
This is an introduction to IP concepts so that later in the program IP strategy can be baked into the brand strategy.
UNDERSTAND THE MARKET
To decide on the brand’s positioning it is first essential to segment the market and identify the target customer.
NAME IT RIGHT
Naming hierarchy and brand naming are the areas most impacted by trademark law. The Accreditation program will equip you to identify why certain approaches to naming are better than others depending on the needs of the project.
ESTABLISH THE BRAND STRATEGY
Having diagnosed the brand’s needs, the positioning needs to be finalised, and approach to brand designs determined
DRIVE THE BRAND STRATEGY
Is about the tactics for promoting the brand and how to combine long and short term marketing to both build the brand and make sales.
WHO SHOULD JOIN?
- Brand consultants, marketers, designers, and founders who want to develop a brand strategy that incorporates an IP strategy as an intrinsic component of strategy.
- The program includes weekly Q&A sessions when participants can get their questions answered.
- Those looking for a practical course on brand strategy as a whole.
- Brand Strategists looking to plug the gap in their knowledge and take their skills to the next level.
- Those wanting to become accredited IP brand strategists.
The Accreditation program starts in April 2022.
If there is sufficient interest a pilot program will be offered in February 2022, so register your interest and we’ll send you more information soon.
Register your interest now.