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Teaching and Training

Teaching and Training

Training

Mark Batey offers both executive training and academic teaching on all aspects of brands and branding, and the creation and management of brand meaning. His “Meaningful Brands” training is offered via modular workshops, courses and presentations.

Highly topical and with illustrative cases throughout, “Meaningful Brands” provides a thorough grounding in what Mark terms the “alchemy” of branding.

The course takes participants through the critical components of brand identity and brand image, and demonstrates how brands start off as names on products and end up as icons of meaning.

Training may be arranged in two 3-hour sessions, or run over a couple of days.

Topics include:

* the co-creation of brand meaning

* the components of brand identity and brand image

* brand story-telling

* the interplay between brands and culture

* learning from today’s iconic brands

* brand successes and failures

* brand communication

 

Teaching

Mark was recently visiting professor at top-rated ESCP business school in Paris, whose Master in Management was ranked No.1 worldwide by the Financial Times. He also teaches at various universities in Brazil, and at Pompeu Fabra in Barcelona, Spain (UPF), within the university’s post-graduate program entitled Brand Meaning, which draws in large part from his book.

 

 

 

Academic teaching offered by Mark Batey may take the form of lectures or classes (individual and/or as part of a multi-class course). His Brand Management course has three parts – Understanding Brands, Building Brands and Managing Brands. Content covered includes:

* Brand image and Brand identity              * Brand ideals

* Brand archetypes                                  * Brand story

* Brand extension                                    * Brand portfolio management

* Brand communication

* Managing a brand over time (reinforcing, revitalizing, reinventing)

* Managing a brand over geographies and cultures

* The Brand Meaning Model™

* Primary Brand Meaning® and Implicit Brand Meaning®

 

Individual classes and lectures may address one or more of these subjects

For more information on training please contact Mark by clicking here.

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