Course Description

Please note: due to the COVID-19 outbreak this course has been rescheduled.

Part of our ‘Marketing Fundamentals’ suite of courses, the Brand course is the third in the series.

  • Does your brand need a rebrand?
  • Have you inherited a brand that requires a brand refresh?
  • Was your last campaign off brand?
  • Do you need a refresher course in brand?

We have developed this new branding course to help further marketers’ understanding of branding as a key strategic sales tool, and allow them to develop brand strategies that connect with customers and drive sales revenue.

Branding is often underrated within an organisation, yet according to one of the most successful marketers of our generation “A Brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumers decision to choose one product or service over another”, Seth Godin.

We are delighted to present this very practical and effective branding course aimed at helping mid-level marketing managers understand their organisations commercial goals and equipping you to develop brand strategies that connect with customers and drive sales revenue.

The course has been designed as a catch all day aimed at furthering marketers understanding of branding as a key strategic sales tool. Participants will take away an increased knowledge of their organisational goals and be equipped with an understanding of the components of a brand and the steps involved in brand development.

The session has been designed to cover all aspects of brand management and where possible we will use case studies to illustrate working examples.

New to the course in 2020, we have revised the material to consider the impact of consumer demand for sustainably concious brands, where particpants can expect top tips on how to achieve stakeholder buy-in as well as steps to consider when evolving your brand in a sustainable way.

This is a very popular course where Denise offers a very practical view on effective brand planning and brand development.


11 March 2020

9.15am - 5.00pm


The Marketing Institute,


Denise Doyle


Aoife Moreton

Course Outline

Part 1 - Understanding Your Organisation’s Commercial Goals:

  • Commercial Goals
  • Popular Growth Strategies
  • Identifying your SWOT
  • A Recap on the 5 P’s

Part 2 - Steps in Branding:

  • Elements of a brand (vision, values, purpose)
  • Research (insights, market mapping)
  • Building The Brand (developing a brand wheel and empathy mapping)
  • Creative Expression – current trends in comm’s development
  • Branch Launch – channel strategy, trade presentations, internal staff launches, consumer activity plan
  • Monitoring and Measuring – customer feedback, sales, awareness, web traffic, site behaviour, social media engagements, reach, awareness, NPS tracking

Course Trainer

Denise Doyle

Owner, Brand & Conquer

Denise’s expertise is in Branding Strategy and Brand Workshop moderation across multiple sectors helping businesses understand their Brand Purpose, Brand Values and Brand Behaviours. She started her career in marketing over 20 years ago and she worked on some of Ireland’s most well- known iconic brands like Lyons Tea, Club Orange, Meteor Mobile and Eir. After 15 years working on NPD, brand development and trade marketing for Unilever, Nestle, C&C and Eir she left to open her own full service agency which specialises in branding | design | digital and advertising.

Denise is also on the Enterprise Ireland Panel of Mentors where she advises Ireland’s high potential start-ups on value proposition development, branding and market launch strategies.

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.