Cambridge
Academy
In London

Introduction

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.Course Objectives

By the end of this 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

Target Audience

This course is designed 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

Course Outlines

Day 1: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: a useful 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