Institutional Branding
This department is founded upon a substantial body of practical experience gained from the successful completion of branding and rebranding initiatives for a variety of institutions, mechanical engineering-focused service providers, financial institutions, and service providers.
Branding of corporations is portrayed as a strategic management instrument. Considerable emphasis is placed on the systematic and methodological foundation of the brand model (platform) construction. Consequently, the brand model, along with the procedures governing its development, represents a unique contribution of the author and is not presented in comparable works by other authors.
The brand is regarded as an image, and its perception is managed through a collection of communicative projections. Therefore, communicative projections are regarded as systems of signs. Methods of analyzing the particular characteristics of sign system perception and diagnosing their integrity, gaps in perception, and contradictions are the primary focuses of this course. The collection of communicative projections constitutes the communications system. Predictable controllability of the communication systems is an essential requirement for the effective and consistent formation of the desired image.
In the course, the logic of effective branding is presented. It enables the branding object to obtain an efficient communication system and benchmarks for assessing the effectiveness of business promotion. Effective branding should commence with the establishment of a formalization strategy and/or strategic objective for the branding object, as well as the identification of the brand’s distinctiveness and USP.
In the “Model of the brand” segment, you will become acquainted with the international branding methodology and the particular characteristics of such concepts as “brand product,” “brand essence,” and “person of the brand,” among others. You will gain an understanding of the functional significance of the brand model as well as the function of business process and ideology in brand modeling. The brand model encompasses the complete set of criteria that govern the construction of both internal and external brand communications.
The course’s primary strengths are its segments devoted to brand materialization, including the controlled naming technology, which has been applied practically to numerous international projects, and the visual program based on the “5 elements” system, which enables the creation of any brand communication format while preserving and fortifying its identity.
A creative concept is essential for the implementation of an effective brand introduction program. We will examine the indispensability and effectiveness of its development through the lens of successfully completed projects in which a creative program, constructed around the brand model’s verbal and visual concepts, enabled the optimization of brand communications with a wide range of target audiences in a significant way.
Here, we shall incorporate brand communications into the investment process, which directly impacts the brand capitalization and the overall performance of the business. We will utilize classic works of marketing and branding theory as well as global practical achievements.
A crucial and concluding segment of the course is dedicated to the examination of corporate culture and its interconnections with brand culture. The research takes into account a variety of cultural categories, the functions of corporate culture, and its significance for the successful introduction and longevity of the brand.
