Course description
Without a positive brand reputation, consumers, buyers, prospects, and even employees may be skeptical or unsure of what your company does and represents.
A Brand Manager is responsible for adapting a brand strategy for a company's target market. As the 'brand guardian', brand managers maintain brand integrity across all company marketing initiatives and communications and may manage a portfolio of products.
The Certified Brand Manager Training course is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands. The course provides tools and knowledge for developing, strengthening, and maintaining a brand or portfolio of brands.
Upcoming start dates
Upcoming start dates
Suitability - Who should attend?
The Certified Brand Manager Training course, is ideal for :
- Brand managers and those responsible for managing the function
- Marketing managers
- Product managers, product marketing managers and others leveraging their brand when marketing products
- Business managers and others wanting to become more knowledgeable about the role of their brand
Outcome / Qualification etc.
By the end of The Certified Brand Manager Training course, participants will be able to:
- Define brands and understand the opportunities and challenges facing them in highly competitive business landscapes
- Plan and craft a powerful brand positioning statement that reflects the brand's promise and the expectations of their most valued customers
- Build a strategic brand and track its growth and sustainability using researched processes
- Explore the elements of brand equity and the constituents of brand identity to build consistent and sustainable brands
- Identify various brand strategies to come up with sound actions aligned with the status of existing and new markets and products
- Master the process for conducting a full brand audit to evaluate brand performance and take remedial actions
Training Course Content
Day 1
Introduction to brand managmet
- The definition of a brand
- Reasons why brands matter
- A brief history of brands
- Difference between branding and marketing
- The challenges and opportunities of branding today
- Understanding branding
Brand planning models
- The concept of customer-based brand equity
- Building customer-based brand equity
- Benefits of customer-based brand equity
- Three tools to facilitate brand planning
- Brand positioning model
- Brand resonance model
- Brand value chain model
Day 2
The strategic brand management process
- The brand management process: auseful model
- Developing brand vision
- Establishing brand position
- Fulfilling brand contract
- Brand communication
- Brand metrics: measuring RoBI (Return on Brand Investment)
- The elements of the strategic brand management process
- Identifying and establishing brand positioning and values
- Planning and implementing brand marketing programs
- Measuring and interpreting brand performance
- Growing and sustaining brand equity
Day 3
Brand equity and identity
- Brand equity defined
- Elements of brand equity
- Brand loyalty
- Brand awareness
- Perceived quality
- Brand associations
- Designing brand identity
- Elements of brand identity
- Brand essence
Day 4
Building brand portfolios
- Branding philosophies
- Brand growth strategies
- New brand
- Flanker/fighting brands
- Line extensions
- Brand extensions
Day 5
Brand evaluation
- Brand audit defined
- Brand audit techniques
- The brand audit questionnaire
- Reviewing the 'big idea'
- Evaluating advertising
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London Premier Centre
London Premier Centre is a UK leading training provider based in London and specialises in international short courses. Our inspiring, comprehensive portfolio of more than 400 professional development courses and seminars covers a wide range of professions from Administration, Leadership,...