Brand Management courses for Sustained Success
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THIS IS DELIVERED AS AN IN-COMPANY COURSE AND OPEN COURSE. NEXT COURSE DATE: 13-14 September 2012 - CENTRAL LONDON
***BOOK AND PAY BY 30 JUNE AND GET 20% DISCOUNT***
This is an essential brand management course for all people in branding, marketing and product management roles. Powerful branding is one of the few ways companies can differentiate themselves and gain market share ahead of their competitors. Led by an international Branding Expert, learn leading edge theory and brand managment methodologies through case studies and practical branding exercises. Take away tools and frameworks to use immediately. Learn how to deliver sustainable business success through your brands.
Who Should Attend ? Brand Managers, Product Managers, Product Developers, Marketers, Commercial Managers and similar roles that are involved in the brand management and marketing.
Key learning outcomes include:
Learn how to build a brand around current customer needs and based on your environment and competitor analysis.
Explore how to focus on your brand strategy whilst still implementing tactical and operational product management plans.
Practice using proven tools and techniques for market segmentation, differentiation and brand positioning in a highly competitive landscape.
Build a values map for your brand and use this to create a brand with a strong personality that engages customers.
Develop strategies and action plans to ensure the success of your brands.
Gain insights and share experiences with like-minded professionals from a range of industries represented at the course.
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Further Details
Led by a Branding and Marketing expert, this course is a must for all brand managers and related roles, especially in these tough economic times where customers re-evaluate their brand loyalty - engaging your customers through your brand is key.
DAY 1
Introduction to Brand Management
Principles of Brand Management
What Brands Are All About
How Brands Are Created
How Consumer Brand Perceptions are Created
Understanding Consumer Demand
Strategic Brand Planning and the Benefit/Risk Grid
Market Attractiveness vs. Business Position
Why People Buy
Market Research - Analysing the Playing Field
Situation Analysis
Environmental Audit
Portfolio Analysis
Competitor Analysis
Market Segmentation
Choosing Customer Segments
Defining Your Product-Market Structure for your Brands
Segmenting your Product Market
DAY 2
Differentiating and Positioning the Brand
Determining Critical Customer Touch Points
Using Matrices to Differentiate from Competitor Brands
Developing a Positioning Statement
Developing a Proposition Statement
Delivering Value
Developing a Value-Focused Mindset
How is your Brand Valued ?
Attaching Superior Value to your Brand
Dimensions of a Brand Personality
Building a Brand Values Map
Brand Promotion
Advertising and Promotion Strategies
Understanding and Measuring Brand Equity
Action Plans for Strengthening your Brand
TAKE-AWAYS
- Various brand planning and analysis frameworks.
- Your brand positioning statement and proposition statement (and the generator framework).
- A strategic brand planning framework.
Course Material: Includes facilitator’s slides, exercise worksheets, background reading (articles) and recommended books. FREE CD included.
PLEASE CLICK CONTACT US FOR A COURSE BROCHURE AND BOOKING FORM.
This course can also be customised and delivered in-company for your Branding, Marketing and Product Management teams.
In-house Locations: anywhere in EMEA and APAC
This Training Course is taught in classrooms in the following locations:
London E
London EC
London N
London NW
London SE
London SW
London W
London WC
Information provided is for information purposes only and no guarantees are made with regards to accuracy. It is advised that all details are checked prior to making a booking. Contents © 1999 - 2012. All rights reserved.
