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
Implementing a strategic brand and product Strategy should cause consumers to have a positive emotional association with your brand. To achieve this, a brand and product strategy should align with core business values and mission, adapt easily to various business and economic climates, and have clear meaning and relevance to your target consumer base
A successful product and brand strategy course develops brand awareness and identity that sets your products apart from the countless others solely based on the brand name. A well-designed strategy repeatedly reminds potential and current customers why they should purchase your product over others with similar characteristics.
Brand and Product Strategy training course helps participants working in product management, marketing, and related consulting sectors learn how to build and manage strong products over time, using product management strategies and tools that are focused on how you relate to your customers.
Objectives
At the end of the Brand and Product Strategy training course , you will be able to :
Determine effective product extension and product leveraging strategies for a given company/ product line
Explore how to create an architecture that ensures all product offerings work together synergistically
Select appropriate analytical tools to support product strategy decision making
Leverage new digital technologies to better understand customer attitudes about products
Understand the difference between brand and product promotions, and learn to successfully plan both
Learn to manage business identity and use value-enhancement strategies that continually strengthen brand admiration
Explain how product leveraging and naming tactics can be used to manage product portfolios effectively
Who Should Attend?
Brand and Product Strategy training course, is ideal for :
Product management professionals seeking to gain a big-picture understanding of the process of managing products as a business, as well as how to build an effective product portfolio and make data-driven product decisions.
Mid- to senior-level product marketing and brand management professionals who want to leverage new digital technologies to better understand customers’ attitudes about products.
Consultants looking to learn to build an effective product portfolio design, explore tools and techniques for making strategic product decisions based on data, and provide better solutions for their clients.
Course Outline
unite1:
Introduction and Product Portfolio Architecture Design
List criteria for determining a branding option in a company’s brand architecture
Describe appropriate use cases for various types of brand naming options
Recognize effective brand architecture design
Create an architecture so that all product offerings work together and create a synergistic effect
unite2:
Product Promotions
Explain how product promotions work
Describe the effects of price promotions for fast moving consumer goods (FMCG) on retailers and manufacturers
Articulate how mobile promotions can be used by product managers
Differentiate brand promotions and product promotions
unite3:
Product Leveraging Strategies: Achieving Optimal Product Extension and Feedback Effects
List the advantages and disadvantages of leveraging, including feedback effects and extension effects
Articulate the strategic value of feedback effects and extension effects
Differentiate between product extension strategies and brand extension strategies
Explain when the different extension strategies should be used
unite4:
Managing Product Positioning and Business Identity
Identify need profiles of potential target markets
Explain the importance of a business identity in branding strategy
Differentiate between a business identity and a business tagline
Describe how to implement the business identity through marketing actions (3 Es)
unite5:
Product Sentiment Analysis
Explain why sentiment analysis or opinion mining is useful and how product managers can benefit from it
Describe the role of sentiment analysis in making product management decisions
Identify the key steps in the sentiment analysis process
Apply a text mining algorithm to real-world text data and gain insights into the emotional content of product reviews