Cambridge
Academy
In London

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.

 Course Objectives

By the end of this course, participants 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

Target Audience

This course is designed 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 Outlines

Day 1: 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

Day 2 :  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

Day 3 : 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

Day 4: 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)

Day 5 :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