Brand Management Programme Fact File
What does it cover?Brands are the life force of
business. They are how we understand and navigate our choices in a world
awash with information. They're also the treasure of business. They need
to be nurtured, directed and exploited to gain optimum advantage for their
owners and the customers they serve.
Assuming responsibility for the
management of a brand is increasingly complex. It is a world of
opportunities - and also a world of missed opportunities. Brand owners are
constantly faced with choices of a strategic and tactical nature of which
route to follow or what opportunity to exploit and all of this on a tight
budget. Making the right decision can make or break the success of a brand
- and the career of its manager.
We dedicate the time on the programme
to give you the tools and techniques to make the best of your brands. But
at the same time, the spirit of the programme is about creating the
enthusiasm and energy to drive your brand forward.
The
Brand
Management Programme will open up opportunities and provide you with
the foundations and energy to help you drive your brand to success.
Who
is it for?This programme is for creators, champions and
custodians of brands in enterprises large and small across all sectors
private, public and non-profit. Learn the concepts and practices of brand
management from those with real hands-on experience.
What will
I learn?You will:
-
Understand the sources of value in your markets
-
Segment the market for a better allocation of resources
-
Take a customer view of your competitors
-
Choose a positioning that leverages the company's advantage
-
Develop a communication mix that communicates this position fully to
the market
-
Get the best from suppliers of marketing services: understand the
processes involved in those responsibilities and the techniques
available to achieve them
-
Be able to make the right decisions regarding investments in marketing
support services and to contribute the market perspective to your
company's strategic decisions.
