WBFC – Official World Branding Federation Conference


The Commercial and Industrial Branding course is designed to equip professionals with the skills and knowledge necessary to create and manage strong brand identities in the commercial and industrial sectors. This course covers essential topics such as product branding, corporate branding, industrial branding, healthcare branding, retail branding, and food and beverage branding. Participants will learn how to develop comprehensive branding strategies that align with organizational goals, enhance brand recognition, and drive customer loyalty. The course also emphasizes the importance of consistency in brand messaging and visual identity across various channels and platforms.

Throughout the course, students will engage in practical exercises and case studies that highlight successful branding practices in commercial and industrial settings. They will explore the unique challenges and opportunities associated with branding in these sectors, including navigating competitive markets, adhering to industry regulations, and addressing diverse customer needs. By the end of the course, participants will be able to create robust branding strategies that effectively communicate their brand’s value proposition, differentiate their offerings, and build a strong brand presence in the marketplace.

Basic Product Branding

Product Branding teaches participants how to establish a distinct identity for a product within a competitive market. This course covers brand positioning, creating a compelling value proposition, designing visual and verbal brand elements, and employing marketing strategies to build and maintain a product’s brand equity.

  • Familiarity with Basic Branding Concepts

Introduction to Product Branding

1.1 Introduction to Branding (2 hours)

  • Definition and importance of branding
  • Overview of branding principles and terminology

1.2 Fundamentals of Product Branding 

  • Differences between product branding and corporate branding
  • Elements of product branding: name, logo, tagline, and packaging

1.3 Market Research and Consumer Insights (3 hours)

  • Conducting market research for product branding
  • Understanding consumer behavior and preferences

Developing a Product Brand

2.1 Brand Positioning and Value Proposition (3 hours)

  • Techniques for effective brand positioning
  • Defining and communicating a compelling value proposition

2.2 Creating a Brand Identity (3 hours)

  • Designing visual and verbal brand identity elements
  • Ensuring consistency across all brand touchpoints

2.3 Crafting Brand Messages and Storytelling (2 hours)

  • Developing key brand messages
  • Using storytelling to enhance brand identity

Day 3: Managing and Sustaining Product Brands

3.1 Brand Communication and Marketing (3 hours)

  • Utilizing digital and traditional marketing channels
  • Integrated marketing communications

3.2 Measuring Brand Performance (3 hours)

  • Key performance indicators (KPIs) for product brands
  • Tools and methodologies for measuring brand performance

3.3 Case Studies and Industry Best Practices (2 hours)

  • Examination of successful product branding case studies
  • Discussion and analysis of industry-specific examples

Advanced Corporate Branding

Corporate Branding focuses on creating a unified brand identity for an entire organization. This course covers the development of corporate values, mission, and vision, and how these elements can be communicated effectively to various stakeholders, including employees, customers, and investors.

  • Familiarity with Basic Branding Concepts
  • Completion of the Beginner Branding Course
  • Passing Score in the General Branding Exam and Interview

Foundations and Strategy of Corporate Branding 

1.1 Introduction to Corporate Branding (1.5 hours)

  • Definition and importance of corporate branding
  • Differences between corporate branding and product branding
  • Key elements of a strong corporate brand

1.2 Aligning Corporate Brand with Business Strategy (2 hours)

  • Integrating branding into overall corporate strategy
  • Role of leadership in corporate branding
  • Case studies of successful corporate brand alignment

1.3 Developing Corporate Brand Identity (2.5 hours)

  • Creating a compelling corporate mission, vision, and values
  • Designing visual and verbal brand elements
  • Ensuring brand consistency across all touchpoints

1.4 Corporate Brand Positioning and Value Proposition (2 hours)

  • Techniques for effective brand positioning
  • Defining and communicating a unique value proposition
  • Case study analysis and group discussion

Implementation and Communication of Corporate Branding 

2.1 Internal Branding and Employee Engagement (2.5 hours)

  • Strategies to align employees with corporate brand values
  • Building a strong brand culture
  • Employee advocacy programs

2.2 External Corporate Brand Communication (2.5 hours)

  • Crafting a consistent brand message
  • Utilizing various communication channels
  • Managing corporate reputation

2.3 Corporate Social Responsibility (CSR) and Branding (2 hours)

  • Integrating CSR into the corporate brand
  • Communicating CSR initiatives to stakeholders
  • Case studies of CSR in corporate branding

2.4 Brand Architecture and Portfolio Management (1 hour)

  • Understanding brand architecture: branded house vs. house of brands
  • Managing a portfolio of brands
  • Strategies for brand extensions and rebranding

Measuring and Sustaining Corporate Branding 

3.1 Measuring Corporate Brand Equity (3 hours)

  • Key performance indicators (KPIs) for corporate branding
  • Tools and methodologies for measuring brand performance
  • Analyzing brand health and equity

3.2 Handling Corporate Branding Challenges (2 hours)

  • Common challenges and pitfalls in corporate branding
  • Crisis management and brand recovery strategies
  • Case study analysis and group discussion

3.3 Future Trends in Corporate Branding (1.5 hours)

  • Emerging trends and future directions in corporate branding
  • The impact of digital transformation on corporate branding
  • Preparing for changes in the market and consumer behavior

3.4 Workshop: Developing a Corporate Branding Strategy (1.5 hours)

  • Group activity to create a corporate branding strategy
  • Presentations and feedback
  • Q&A session

Master Class Industrial Branding

Industrial Branding addresses the specific branding needs of B2B companies in industrial sectors. This course covers strategies for differentiating industrial products and services, building trust and credibility, and using branding to support sales and long-term business relationships.

  • Proficiency in Corporate Branding
  • Experience in an organization with over 100 employees Experience in an industrial environment and obtaining an interview approval prior to starting the course
  • Having an active project and submitting a proposal before attending the course

Introduction to Industrial Branding

1.1 Overview of Industrial Branding (3 hours)

  • Definition and scope of industrial branding
  • Importance of branding in industrial sectors

1.2 Understanding Industrial Consumer Behavior (3 hours)

  • Characteristics and decision-making processes of industrial consumers
  • Factors influencing brand choice in industrial markets

1.3 Brand Strategy in Industrial Contexts (3 hours)

  • Developing strategic frameworks for industrial brands
  • Positioning and differentiation strategies in industrial branding

1.4 Case Studies in Industrial Branding (3 hours)

  • Analysis of successful industrial branding strategies
  • Learning from industry leaders and best practices

Visual Identity and Design in Industrial Branding

2.1 Visual Brand Identity Development (3 hours)

  • Principles of visual branding in industrial contexts
  • Designing logos, visual assets, and brand materials for industrial brands

2.2 Packaging and Product Design in Industry (3 hours)

  • Importance of packaging and product design in industrial branding
  • Innovations and trends in industrial design

2.3 Digital Marketing Strategies for Industrial Brands (3 hours)

  • Leveraging digital platforms for industrial brand promotion
  • SEO, content marketing, and PPC strategies for industrial sectors

2.4 Trade Shows and Exhibitions in Industrial Branding (3 hours)

  • Utilizing trade shows and exhibitions for industrial branding
  • Strategies for effective booth design and brand representation

Advanced Brand Communication in Industrial Markets

3.1 Industrial Brand Communication Strategies (3 hours)

  • Developing integrated communication strategies for industrial brands
  • PR, advertising, and crisis management in industrial branding

3.2 Relationship Management in B2B Branding (3 hours)

  • Building and managing relationships in B2B branding contexts
  • Key account management and customer retention strategies

3.3 International Expansion and Global Branding (3 hours)

  • Strategies for expanding industrial brands internationally
  • Cultural considerations and global brand management

3.4 Innovation and Technology in Industrial Branding (3 hours)

  • Innovations shaping the future of industrial branding
  • Use of technology, AI, and IoT in industrial brand development

Capstone Project: Industrial Branding Strategy

4.1 Project Planning and Research (3 hours)

  • Defining objectives and target audience for the industrial branding strategy
  • Conducting market research and competitor analysis in industrial sectors

4.2 Creative Development and Implementation (3 hours)

  • Conceptualizing a comprehensive industrial branding strategy
  • Designing marketing campaigns, collateral, and brand assets

4.3 Execution and Measurement (3 hours)

  • Implementing the industrial branding strategy across channels
  • Monitoring performance metrics and adjusting strategies as needed

4.4 Presentation and Evaluation (3 hours)

  • Presenting the industrial branding strategy to stakeholders
  • Evaluating strategy effectiveness and lessons learned in industrial branding

Advanced Healthcare Branding

Healthcare Branding addresses the specific needs of branding within the healthcare sector. This course covers strategies for building trust and credibility, patient engagement, and effectively communicating the value of healthcare services and products to diverse audiences.

  • Familiarity with Basic Branding Concepts
  • Completion of the Beginner Branding Course
  • Passing Score in the General Branding Exam and Interview

Healthcare Branding Course

Strategic Foundations of Corporate Branding

1.1 Introduction to Advanced Corporate Branding (1 hour)

  • Overview of advanced principles and concepts in corporate branding

1.2 Crafting a Corporate Brand Vision and Mission (2 hours)

  • Developing a compelling vision and mission aligned with corporate strategy

1.3 Corporate Brand Positioning and Differentiation (2 hours)

  • Advanced techniques for positioning and differentiating the corporate brand

1.4 Case Studies in Corporate Branding (1 hour)

  • Analysis of successful corporate branding strategies

1.5 Workshop: Developing a Corporate Brand Strategy (2 hours)

  • Practical group activity to create a comprehensive brand strategy

Corporate Brand Identity and Communication

2.1 Designing Corporate Visual and Verbal Identity (2 hours)

  • Creating a cohesive and consistent visual and verbal identity

2.2 Corporate Brand Storytelling (2 hours)

  • Techniques for crafting and leveraging compelling brand narratives

2.3 Strategic Corporate Communication (2 hours)

  • Developing and implementing effective corporate communication plans

2.4 Workshop: Creating Corporate Brand Assets (2 hours)

  • Hands-on session to design key brand assets

Engaging Stakeholders and Measuring Brand Performance

3.1 Employee Engagement and Internal Branding (2 hours)

  • Strategies for fostering brand culture and employee advocacy

3.2 Corporate Social Responsibility (CSR) and Sustainability (2 hours)

  • Integrating CSR and sustainability into the corporate brand

3.3 Measuring Brand Equity and Performance (2 hours)

  • Key metrics and tools for assessing brand performance

3.4 Workshop: Conducting a Brand Audit and Developing an Action Plan (2 hours)

  • Practical session to perform a brand audit and create a strategic action plan

The Commercial and Industrial Branding course Registration

For better interaction and to request participation in the course, please fill out the form below carefully. Our training department will contact you via email within 72 hours, suggesting the nearest course in terms of timing and geographical location.

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