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Course Overview

An organization’s success is shaped not only by its performance but also by how it is perceived. Public perception directly impacts reputation, stakeholder trust, and long-term business sustainability. Poorly managed brand image can erode credibility, while a strong image fosters loyalty, influence, and market advantage.

This course explores strategies for brand positioning, perception monitoring, stakeholder trust, media management, digital branding, and crisis response. Participants will develop practical skills to align brand identity with organizational values while shaping public opinion through transparent communication and proactive image-building strategies.

At EuroQuest International Training, the course combines case studies, simulations, and hands-on workshops to prepare leaders to proactively manage brand image and public perception in competitive environments.

Key Benefits of Attending

• Strengthen skills in brand image and reputation management

• Learn frameworks for shaping and monitoring public perception

• Build trust through transparent and ethical communication

• Apply digital tools for online brand and sentiment monitoring

• Benchmark strategies against global brand management best practices

Why Attend

This course empowers professionals to anticipate perception risks, manage brand image proactively, and design strategies that protect reputation and strengthen stakeholder confidence.

Course Methodology

• Expert-led lectures on brand perception and image management

• Case studies of corporate image successes and failures

• Workshops on perception monitoring and messaging strategies

• Simulations of brand crisis and recovery scenarios

• Group projects on brand positioning strategies

Course Objectives

By the end of this ten-day training course, participants will be able to:

• Define principles of brand image and public perception management

• Monitor, assess, and influence public perception effectively

• Develop brand positioning frameworks aligned with strategy

• Build trust through communication, transparency, and ethics

• Apply digital and social media tools for brand monitoring

• Manage perception risks in crisis communication contexts

• Benchmark against global reputation and brand management practices

• Align corporate culture with brand identity for consistency

• Integrate ESG and sustainability into brand communication

• Apply governance and compliance to brand image strategies

• Develop proactive strategies for reputation resilience

• Build long-term brand image management plans

Target Audience

• Corporate communication and branding professionals

• Marketing and PR executives

• Business leaders and senior managers

• Crisis communication and reputation officers

• Consultants in branding, reputation, and communication strategies

Target Competencies

• Brand perception analysis and monitoring

• Reputation and trust management

• Media and stakeholder communication

• Crisis response and image protection

• Digital brand monitoring and engagement

• Strategic alignment of brand identity

• Global best practices in brand management

Course Outline

Unit 1: Introduction to Public Perception and Brand Image

• Defining perception and its impact on brand reputation

• Image vs. identity in corporate branding

• Case studies of perception-driven success and failure

• Workshop on perception awareness

Unit 2: Brand Positioning and Identity Strategies

• Aligning brand image with organizational strategy

• Building corporate narratives and brand messages

• Storytelling as a tool for image management

• Practical exercise on brand positioning

Unit 3: Monitoring Public Perception

• Tools and techniques for perception monitoring

• Social listening and media analysis frameworks

• Identifying perception risks and opportunities

• Hands-on sentiment monitoring exercise

Unit 4: Stakeholder Trust and Engagement

• Building trust through consistent communication

• Transparency and accountability in brand image

• Stakeholder alignment with brand identity

• Workshop on trust-building strategies

Unit 5: Media Relations and Image Shaping

• Role of media in shaping public perception

• Building effective media engagement strategies

• Handling negative publicity and media bias

• Role-play on media communication

Unit 6: Digital Brand Image Management

• Social media as a brand perception driver

• Managing digital reputation and online crises

• Tools for real-time brand monitoring

• Hands-on digital engagement simulation

Unit 7: Crisis and Reputation Protection

• Crisis communication frameworks for brand image

• Responding to reputation risks proactively

• Restoring image after public backlash

• Simulation of crisis image management

Unit 8: Governance and Ethics in Brand Image

• Ethical challenges in perception management

• Governance structures for brand transparency

• Avoiding manipulation and misinformation

• Group discussion on ethical dilemmas

Unit 9: Cultural Alignment and Internal Branding

• Role of employees in shaping brand perception

• Aligning corporate culture with external brand image

• Internal communication for consistent messaging

• Workshop on internal branding

Unit 10: ESG and Sustainability in Brand Image

• Communicating ESG values to shape perception

• Sustainability as a driver of positive image

• Case study on ESG-driven brand reputation

• Group activity on sustainable branding

Unit 11: Global Best Practices in Brand Image Management

• Lessons from multinational brand management strategies

• Benchmarking against global brand leaders

• Adapting best practices to organizational contexts

• Group discussion on global insights

Unit 12: Capstone Brand Image Project

• Group project on managing brand perception strategies

• Designing monitoring, communication, and recovery frameworks

• Presenting brand image plans to executives

• Final adoption plan for organizations

Closing Call to Action

Join this ten-day training course to master managing public perception and brand image, enabling you to build trust, protect reputation, and shape positive organizational identity.