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Masterclass
Fashion Branding
Building Brand Identity

Exclusive Content
Individual Mentoring
Recorded Classes
Certificate of completion
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KNOW THE COURSE

Motivated by changes in consumer behavior and creation that are increasingly plural and multidisciplinary, in accordance with the demands of a highly competitive and discerning market, our team launched the appropriate course for the creative fashion communication industry: the Masterclass Branding of Fashion: Construction of Brand Identity.

 

To strengthen the identity of your brand and/or business, it is first necessary to master essential branding techniques and fundamentals when creating a communication plan. Through our program, we will show the importance of the pillars of research, planning, strategy and execution to strengthen your brand identity, enhancing market positioning and establishing important competitive differential criteria in the face of the competition. At the end of this process, you will be able to take more assertive marketing actions that will positively impact the engagement of your communication campaigns and consequent commercial balance sheets.

 

This course will provide you with a complete and deep immersion, through individual mentoring and feedback at each stage of the process with one of the most renowned and experienced professionals within fashion communication in the country: Fábio Monnerat.

 

Through fundamental concepts and technical planning tools for structuring each stage of your business, you will be able to fully master the communication pillars necessary for a branding strategy project. At the end of this immersion, it will be possible to present an extensive research and branding plan, complete with all the secrets of the main communication and structuring tools aimed at brands, companies or for those who seek to act as a consultancy, for the best making of their commercial and marketing decisions.

TARGET AUDIENCE

Communication, design, marketing, branding and fashion students, as well as anyone interested in learning the basics of structuring a brand and/or business in order to strengthen its identity and increase market value in the industry.

DATES AND PLANNING CALENDAR

Altogether there will be 6 meetings in real time, held live, through meetings held by Zoom.

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Classes take place once a week, always on Tuesdays, from 7:00 pm to 9:30 pm on days according to the planning calendar.

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The recorded class content will also be made available, along with the support material for each module, for students who, for whatever reason, cannot attend one and/or more dates during the meeting times.

PROGRAM CONTENT
CLASSES

Module 1 - Brand and Consumer Behavior

  1. Branding History

  2. Consumption behavior

  3. Branding Conceptualization

  4. Conceptualization of Marketing

  5. Fundamental differences between Branding and Marketing

Module 2 - Fundamentals of Branding

  1. Purpose of Branding

  2. Establishing fundamental differences between image and reputation

  3. Understanding Brand Value

  4. Brand strategy

  5. Brand Management and Experience

Module 3 - Construction of Identity

  1. Brand Personality: Construction of identity through Archetypes

  2. Brand Personality: Personas

  3. Brand Persona and Buyer Persona

Module 4 - Brand Building

  1. Defining the Persona and Brand Communication (Tone of Voice, Positioning)

  2. Brand Purpose

  3. The importance of Visual Identity for brand unification

Module 5 - Case studies and communication planning exercises

  1. Positioning, Repositioning and Brand Experience

Module 6 - Brand Communication

  1. Storytelling as a narrative construction tool

  2. Fashion communication on digital channels

  3. Brand crisis management

Module 7 - Planning and Implementation

  1. Calendar of actions

  2. Distribution of funds for campaigns

  3. Measuring stock valuation

AT THE END OF THE COURSE YOU WILL BE ABLE TO: Develop skills and abilities in the areas of communication, marketing and branding, being able to structure brand building and strengthening projects, in addition to presenting them to teams, customers and/or business partners, expanding your resource repertoire. You will be able to know the best ways to communicate fashion products in both physical and digital spheres.

KNOW YOUR MENTOR
Fabio Monnerat

Fabio Monnerat is CEO of Mdois consultancy and professor at Conquer school. Specialized in communication, marketing and branding. Also specialist in fashion business management, design thinking and brand positioning.

 

He has been working for 15 years as a consultant and speaker for companies such as: Sebrae, Senac, Couromoda and Firjan.

 

He coordinated the marketing of the fitness brand CCM, was a university professor for 6 years at UNESA, professor of fashion production at Senai Moda and is currently a professor at Conquer.

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Training at: FGV, Universidade Federal Fluminense UFF, Sebrae, Unesa and Brandster School.

WHAT THE COURSE OFFERS

  • Exclusive content such as support materials and insights related to each lesson

  • Unique mentoring for each student in the class, with a close eye on building brand identity at each stage of the project until the end.

  • Classes made available in recording for those who, for whatever reason, are unable to attend within the stipulated dates.

  • Certificate of completion of course, which can be used both for the use of additional hours in colleges or as a highlight to improve your curriculum.

Informações Adicionais

It is not necessary to bear any additional cost to be able to enjoy and complete the course in its entirety.

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