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 Outline

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