Faculty Chief Executive Officer presents: The programme of a compulsory course of doctoral studies (DBA) in Corporate Branding.

Theme 1. What for company needs a brand?
Chapter 1.1. Brand as the added value.
New rules of game: transition from industrial and marketing economy to economy of values. The palette (combination) of values - an opportunity to present unique "picture" and to effect competitive activity. Brand is more than the combination of components. Value as the factor which determines a choice. Permanently supported and consolidated value.
Chapter 1.2. Brand as the part of business relations.
Relations on a valuable basis - speed of occurrence, durability, duration. The factor of trust, consistency. Formation "umbilical cord" connections with target audiences. Reduction of costs on "capture" and keeping of an audience: time, human, financial.
Chapter 1.3. Brand as a strategic asset.
Brand value and brand management. Measurement of the capital brand using Brand Asset Valuator (Young and Rubicam) technology: differentiation, relevance, respect and knowledge (understanding). Measurement brand margin and brand capitalization. Brand cost as an asset.
Chapter 1.4. Brand as the tool of strategic management
Complexities of strategic planning, strategy deficiency , crisis and a conjuncture of the markets. Reduction of strategic planning horizon. Strategy and a strategic ambition: parameters, time horizon, resources, movement and condition. Comparison and context characteristics of parameters. Requirements to formalization of a strategic ambition. A zone of a strategic ambition - a field of brand "binding".

Theme 2. Brand definition
Chapter 2.1. Brand as image.
Perception of an image in the context  of communicative projections. Identity as base for construction of projections. Communicative projections as sign systems. Features of perception(recognition) of sign systems consciousness and subconsciousness. Integrity, breaks and contradictions in sign systems. "Uselessness" of communication expenses.
Chapter 2.2. Brand as system of expectations.
Communication system as set of communicative projections. Communication systems control. Symmetry between brand expectations system and brand system of promises  - deviations and breaks. Requirements to formalization of identity. "Binding" of identity to a strategic ambition. A reality of the future. Absolute truthfulness and the responsibility of the brand.
Chapter 2.3. Brand as the mechanism of formation of system of expectations.
Functional definition of the brand. Borders of the brand. Integrity, consistency, uniqueness. Necessity and sufficiency for performance of strategic tasks.
Chapter 2.4. A target audience of the brand - whether we know it?
Target audiences and stakeholders: participation in formation of the brand capital. Requirements and motivation of target audiences. Determining meaning of consumer behaviour for stratification of target audiences. Tactics and strategy of consumer behaviour. Researches of target audiences: criteria of necessity. Qualitative and quantitative researches of target audiences: results and a choice of the program of research. Typology of target audiences - an opportunity for revealing a zone to risk for realization of strategy.

Theme 3. Positioning and brand platform
Chapter 3.1. Brand positioning - perceived and strategic.
Brand as a position in consumer consciousness of a target audience concerning competitors. Identification of a competitive environment proceeding from strategy of consumer behaviour and a choice. Competitive advantage. Typical mistakes in understanding of a competitive environment. Uniqueness and leadership - absolute, functional, mental. Requirements to formalization of strategic positioning. "Connection" to a strategic competitive environment. Escape from a competition through break into the future. Risk of loss of a urgency.
Chapter 3.2. Brand-platform
Definition and functions. Making brand-platforms: essence, values and promises of the brand, RTB, individuality of the brand, style and a voice of the brand. The review of construction methods of brand-platforms.
Chapter 3.3. A pyramid of characteristics of CBI Consult. A platform of uniqueness
Structure and functions of pyramid. A platform of uniqueness - support, the base for value formation. A constancy of a platform of uniqueness and cases when necessity of its new interpretation appears. Methods of "crystal deployment».
Chapter 3.4. Values and differentiating characteristics
Declared and perceived values - breaks and contradictions to strategic positioning. Evolution of values as a management technology of brand capital growth. Differentiating characteristics in eyes of the audiences. Management of perception, escalating of characteristics, unexpected positions.

Theme 4. Brand models. Brand modelling  using CBI Consult  technique
Chapter 4.1. What for to brand its model.
The review of the most known brand models: «Wheel of the brand», DNA of the brand, Brand Code. The tool approach to construction of the model.
Chapter 4.2. Model of the brand by CBI Consult technique. Brand product.
Design of model. A principle of systems thinking. The analysis and synthesis on each element. Requirements to formalization, its necessity and the subsequent interpretations. Levels of model. Business product and brand product. The requirement to formalization of a product: uniqueness, relevance for all target audiences. The second level - maintenance of reproduction of a product: organizational structure of management and corporate culture: risks, necessity and sufficiency.
Chapter 4.3. Personal component of the brand and symbols.
Brand - the animated subject of relations. Parameters of relations. Necessity to create archetype brand persons for unambiguity of perception by audiences. The theory of archetypes in branding. A role model of the brand person. The communications of the brand person: definition a lexicon, character of relations. The person as criterion and a source of generation of formats and tools of communications. Symbols - full associative line, metaphors, marks and images. A fastening of relations. Connection with product.
Chapter 4.4. Core idea of the brand - a wreath of model.
Requirements to formalization - uniqueness, truthfulness, the relevance to all audiences, inspiring, i.e. working on emotional and spiritual level. "Shape-shifter" model. The bases: "business process creation" and "ideology". Interpretation of model on the various bases. Functions of model: the tool of management, the mechanism of reproduction of identity, criteria for communications.

Theme 5. Materialised brand: semantic, syntactic and pragmatical phases. Patent protection
Chapter 5.1. Product naming - name of the ship means a lot...
Technology of controlled search of names. Formation of a field of decisions on the basis of the brand concept. A choice of criteria of an estimation. Development of the name: variants of concepts, the list of names. Testing: by the chosen criteria, semantic, in the communicative environment, prevalence in Internet environment, patent check.
Chapter 5.2. The visual program of the brand
«5 elements» system: logo, typography, a color palette, images. A "LEGO" principle. Formation of a field of decisions. Variants of visual concepts: the brand-worlds on the basis of communicative formats. An estimation of communicative potential visual concept by the method of expert estimations on the not structured scales. Criteria of brand force.Types and features of patent checks. Objects of patent protection - expansion of opportunities. Economic gains of protection.
Chapter 5.3. The creative concept.
Element which is necessary for brand communications - a pragmatical phase of brand development. Check of viability. A principle of association of all brand communications by rod idea. Recognition and economy. A principle of prolonged effect. Objects of patent protection.
Chapter 5.4. Brand book: standards and rules.
Syntactic phase of development of system. A brand book as the tool of management of brand communications. Standards, system and degrees of freedom. Structure of a brand book.

Theme 6. The program of branding - rebranding
Chapter 6.1. Mainframes of the program
Brand  audit (analysis of market conditions, target audiences, strategy of business, etc.): creation of the brand-concept (a strategic ambition, values, model etc.); creation of the visual brand program; development of the program of the integrated brand-communications (external and internal), creation of necessary corporate culture. Concept of brand architecture. Types of corporate brand architecture.
Chapter 6.2. Realization of the program.
"Entrance" and "exit" of the program. Algorithm and procedures on each block. Criteria of necessity and a sequence. The basic tools of introduction: brand concept, brand book, the brand manifest, communication strategy of the brand, reports of corporate behaviour, reports of public communications. Procedures: brand - system and command work.
Chapter 6.3. Necessity and results ребрендинга: criteria and estimations.
External factors from a position of the brand: market conditions change, change of business - strategy, processes of merges and absorption, change of requirements of target audiences. Internal: growth and change of a product бренда. Approaches and models of a financial estimation бренда. Brand estimation at merges and absorption "Buy side" and "Sell side". Rebranding for IPO - Russian and international practice.
Chapter 6.4. Life cycle of the brand.
Definition of age of the brand. Perceived, subjective, biological and chronological age of the brand. Diagnostics of ageing, the reason of ageing. Secrets of the "youth" of the brand. The factor 1 - consecutive strategy, factor 2 - actual identity. Strategy of anti aging: modifying of identity, active promotion, updating of the target market, growth of assortment, continuous management of innovations, capture of the new markets.

Theme 7. The integrated brand-communications
Chapter 7.1. The investment attitude to communications.
Evolution and revolution of marketing and communications. A marketing diagonal. The market of XXI century: from functions to processes, from bargains to relations, from a monologue to dialogue, from tactics to strategy, from purchase of communication programs to investment in the consumer with the purpose of generation of the profit, from efficiency to efficiency.
Chapter 7.2. From planning campaign to planning brand-communications
Process of planning of an advertising campaign. A sight on the communications eyes of the consumer. A matrix of brand-communications planning: the short-term and long-term response, messages and stimulus of the brand. Understanding of a database of real and potential consumers and their behaviour. Identification and an estimation of consumers. Aggregation and segmentation. Parameters of real behaviour of consumers. Nine steps of integrated communications strategy choice.
Chapter 7.3. Five steps of planning of the integrated brand-communications
Point of the report - the business - analysis of th brand (positioning, a competition, distribution). A step 1: creation of consumers database.  Step 2: analysis of the demand using part of the brand in general demand, inflow of the profit. Making tasks concerning consumers (deduction, growth, moving etc.) Step 3: creation and realization of communications, definition of tools of marketing (a product, the price, distribution, the communications) and formats of communications (AD, stimulation of selling, BTL, PR, event-marketing, web-site, promotion in social networks, exhibitions, forums). Step 4: planning and distribution of a resource. Creation of time frameworks for business, for brand. ROCI forecast (profit received from the capital invested in the consumer). Step 5: ROCI estimation, repeated cycle
Chapter 7.4. Creation of the program of the integrated brand-communications.
The analysis of efficiency of communications formats. "Covering" of a target audience. Cumulative and synergetic effect. Definition of semantics and structure of the message for a target audience in view of stratification. Model of consumer decision making (John A.Howard). Model of making consumer to believe (R.Petty and J.Cacioppo). Definition of tools of communications within the framework of the chosen formats.

Theme 8. Corporate culture and brand-culture

Chapter 8.1. Culture of the company -  "soil" for reproduction of the brand.
Culture of the company as a system: corporate culture, organizational culture, corporate style (a principle of "iceberg"). Corporate style: attributes, environment, tools of the communications, shape of employees. Organizational culture: the organization of business - processes, organizational structure, organizational behaviour (style of business dialogue). Corporate culture: system of basic norms and values (corporate religion), epos, customs, folklore. The circuit of interaction of organizational and corporate cultures: formal and informal cultures, management on the purposes and management on values.
Chapter 8.2. Types of organizational and corporate cultures.
Historical types of corporate cultures: organic, enterprise, bureaucratic, participative. Types of corporate cultures on K.S.Cameron and R.E.Quinn: clan, hierarchical, market. Types of corporate cultures: "incubator", "guided missile", "family", "Tour d'Eiffel".
Chapter 8.3. Functions of corporate culture and sub-cultures
Functions: integrative, stabilizing, control, communicative, innovational, estimated, image. Culture and sub-cultures.
Types of sub-cultures: locomotive, innovational, conservative, braking, marginal. Their interaction and contradictions. Corporate culture as object of strategic management. Definition of the type of culture which willl be productive for realization of brand-strategy.
Chapter 8.4. Introduction of brand-culture.
"Dress" of brand-culture on a body of corporate culture: conformity, procedure of creation. Motivation and involvement of employees. Maslow pyramid and mistakes of management of the personnel. Definition of a motivational structure and system of motivations of the company. Balance of stimulation and the responsibility depending on a stage of development of the company. «Stereotypes breaking» and other situations of dramatic introductions. A role of the leader. Team creation. Political and administrative will. Dependence of brand-culture on quantitative parameters involvement and values. Increase of efficiency of expenses on HR at stability of brand-culture. From brand-culture to brand-religion. "Only that is born inside, outside is broadcast".
As an illustrative material cases from the international and Russian corporate branding practice are used. Also are used actual cases from 17-years practice of the company: Interros companies rebranding; Rempul'mash companies (Railways of Russia) - RPM Group; "Silovije Mashiny" Group, KROST-Expo Real Group; Olympic resort the "Rosa Khutor" branding, development of the brand concept of Kaluga region, etc..

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