Marketing and Sales

Building Premium Positioning Strategies for Luxury Brands

Turn premium brand positioning from a stated policy into a practice your organisation can evidence.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Premium Positioning Strategies for Luxury Brands
5days

About the programme

Course Overview

Most disappointing results in premium brand positioning trace back to an audience defined too broadly. A message about this area of marketing and commercial practice that tries to reach everyone reaches nobody. Plans for this aspect of marketing and commercial practice often fail at the handover point between functions. Participants apply premium brand positioning to their own commercial team throughout, so the output is directly usable. It is written for people who have to make the marketing and commercial practice capability work with the resources they already have. Participants leave with a method for this aspect of marketing and commercial practice, not a set of opinions about it. The most reliable predictor of sound premium brand positioning is whether anyone reviews it when nothing has gone wrong. Participants develop a defensible line of reasoning for the choices they make about the marketing and commercial practice capability. The final session converts the week's work on this strand of marketing and commercial practice into commitments with owners and dates.

Expected Learning Outcomes

  • Plan expansion of premium brand positioning into new segments or markets deliberately.

  • Align marketing and sales handover within premium brand positioning so leads are not lost.

  • Build the reporting on premium brand positioning that supports a spending decision.

  • Identify the failure points in premium brand positioning most likely to cause loss, and control them first.

  • Estimate what premium brand positioning costs to run properly, and what is lost when it is not.

  • Plan the handover of premium brand positioning so that capability is not lost when key staff move on.

  • Design the customer journey for premium brand positioning across the touchpoints that actually influence the decision.

Who Should Attend

  • Technical staff being prepared for supervisory responsibility over premium brand positioning.

  • Founders and owner-managers running premium brand positioning personally.

  • Anyone whose accountability for premium brand positioning exceeds their current formal training in it.

  • Customer experience managers improving premium brand positioning.

  • Digital marketing specialists executing premium brand positioning.

  • Account managers responsible for retention within premium brand positioning.

Course Modules

Open any module to see its sessions and topics.

01

Premium brand positioning: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1Getting other functions to support premium brand positioning

  • Map the decision journey for premium brand positioning and mark where the choice is actually made.
  • Agree what will be standardised in premium brand positioning and what will not.
  • Select channels for premium brand positioning based on evidence, then cut the rest.
  • Remove steps in premium brand positioning that add effort without adding assurance.

Session 2Making premium brand positioning work when resources are constrained

  • Review whether short-term tactics on premium brand positioning are damaging the brand.
  • Collect evidence on the present handling of premium brand positioning before proposing changes.
  • Distinguish symptoms from causes when premium brand positioning underperforms.
  • Measure lifetime value from premium brand positioning, not just first purchase.
02

Premium brand positioning: measurement, attribution and honest reporting

2 sessions · 8 points

Session 1The claim about premium brand positioning competitors cannot copy

  • Reduce the variation in how premium brand positioning is carried out between teams.
  • Design the retention action triggered when a customer of premium brand positioning goes quiet.
  • Name a single owner for each element of premium brand positioning.
  • Close out actions on premium brand positioning rather than leaving them open indefinitely.

Session 2Qualifying out of premium brand positioning early and without guilt

  • Script the three most common objections in premium brand positioning and the responses.
  • Write the positioning claim for premium brand positioning and test whether a competitor could say it too.
  • Document the sales process for premium brand positioning so a new joiner can follow it.
  • Set objectives for premium brand positioning in revenue terms with a timeframe.
03

Premium brand positioning: objection handling and negotiation

2 sessions · 8 points

Session 1Testing the message on premium brand positioning before spending

  • Agree the attribution model for premium brand positioning and state its known limits.
  • Structure pricing for premium brand positioning against perceived value.
  • Identify single points of dependency in premium brand positioning and reduce them.
  • Set the discount authority for premium brand positioning and require justification.

Session 2Testing premium brand positioning before relying on it

  • Set escalation thresholds for premium brand positioning that work out of hours.
  • Define qualification criteria that disqualify quickly in premium brand positioning.
  • Set the review interval for premium brand positioning and who attends.
  • Decide what will be stopped to create capacity for premium brand positioning.
04

Premium brand positioning: channels, content and creative

2 sessions · 8 points

Session 1Choosing channels for premium brand positioning on evidence

  • Choose the next segment for premium brand positioning and state why it is next.
  • Build the report on premium brand positioning that answers whether to spend more or less.
  • Compare cost of acquisition against value in premium brand positioning.
  • Set out the decisions in premium brand positioning that require sign-off and by whom.

Session 2Handling the objection to premium brand positioning that ends most conversations

  • Identify where judgement in premium brand positioning is legitimate and where it is not.
  • Test the procedure for premium brand positioning against a realistic scenario.
  • Assign responsibility for keeping documentation of premium brand positioning current.
  • Prepare the summary of premium brand positioning that senior management will read.

Choose the package that suits you

Silver Package

At least 3 people

USD1,250
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Gold Package

At least 3 people

USD1,850
  • 5-night stay in a 5-star hotel
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Complete your registration

We will contact you within one business day to confirm.

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