Cambridge
Academy
In London
Course Description
Course Duration: Five Training Days
Course Language: Arabic or English
Include:
Scientific material with TAB
Workshops
Reception and farewell at the airport
Daily lunch
Coffee Break
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.
Objectives
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
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
Course Outline
unit1:
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
unit2:
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
unit3:
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
unit4:
Building brand portfolios
Branding philosophies
Brand growth strategies
New brand
Flanker/fighting brands
Line extensions
Brand extensions
unit5:
Brand evaluation
Brand audit defined
Brand audit techniques
The brand audit questionnaire
Reviewing the 'big idea'
Evaluating advertising