Brand Management – Assessing Performance and Developing the Brand

Stratexology LLP

Short course

In Newton Mearns and Victoria

£ 501-1000

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Description

  • Duration

    2 Days

This practical course looks at how to value brands, research their performance and future developments, how to maintain and extend the brand portfolio.

Facilities

Location

Start date

Newton Mearns (East Renfrewshire)
See map
Little Greenlaw, Crookfur Rd, G77 6NE

Start date

On request
Victoria (London)
See map
82-83 Eccleston Square, SW1V 1PS

Start date

On request

About this course

After attending this seminar, you will be able to:

Discuss how to place a value on a brand;
Explain how to assess brand performance;
Assess different research methods;
Precis how to use comparative methods to test brand options;
Formulate a brand architecture;
Plan how to extend a brand;
Discuss portfolio maintenance;
Appraise the pros and cons of brand expansion

Anyone wishing to develop further knowledge of brand management techniques, to complement the learning in seminar code BM101. 25-35 year old junior/middle managers.

We recommend you have attended Brand Management – Brand Positioning and Marketing (seminar code BM101).

Very high quality tuition, along with the best value pricing in the UK.

Email contact with information, telephone call if requested.

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Reviews

Subjects

  • Brand Management
  • Equity
  • Brand positioning
  • Quantitative Research Methods
  • Building brand equity
  • Marketing
  • Market Research
  • Marketing Analysis
  • Brand extensions
  • Managing brands
  • Assess
  • Performance
  • Research
  • Compare
  • Test
  • Extend
  • Expand
  • Brand

Teachers and trainers (1)

James Graham

James Graham

Senior Partner

James Graham is a practitioner and tutor specialising in analysing, formulating and executing strategy. He has experience of working in nearly 40 countries and has facilitated over 500 seminars since 2002, in Africa, Asia, Europe, the Middle East and North America, giving him a good appreciation of cultural differences and how to succeed in multicultural environments. His style is pragmatic and he is able to explain complex concepts in a way that is easy to understand. James was awarded a masters degree following studies at Nottingham Business School.

Course programme

Agenda day 1

Module One – Brands as Assets
  • A brand as an asset
  • Developing brand financials, e.g. return on investment, future cash flows, net present value
  • Establishing the brand value chain

Module Two – Assessing Brand Performance
  • Assessing brand performance
  • External environment analysis
  • Supporting brand audits with focused tracking surveys

Module Three – Brand Research Methods
  • Using research to identify customer perception of brands
  • Qualitative research methods
  • Quantitative research methods
  • Assessing customer attitudes to brands

Module Four – Comparative Methods for Brand Research
  • Brand based comparative methods Marketing based comparative methods Conjoint analysis – pros and cons
  • Residual based methods and their uses
  • Valuation based methods

Day Review

Agenda day 2

Module Five – Brand Architecture
  • Interactions between brand strategy and brand architecture
  • Developing a hierarchy of brands
  • Creating a brand architecture
  • Building brand equity

Module Six -Extending Brands
  • Introducing new products to the brand
  • The pros and cons of brand extensions
  • Considering potential customer perceptions of brand extensions
  • Designing brand extensions
  • Naming brand extensions for maximum impact

Module Seven – Portfolio Maintenance
  • Managing brands over an extended period of time
  • Balancing the brand portfolio to reflect changing business strategy and environment
  • Refreshing tired brands
  • Developing acquisitions and divestments

Module Eight – Brand Expansion & Equity
  • Introducing new market segments,
  • Introducing new regional/continental markets
  • Dealing with international considerations
  • Building global brand equity

Course Review

Additional information

Price: ‎£995 (London) - ‎£895 Other areas

See related categories

Brand Management – Assessing Performance and Developing the Brand

£ 501-1000

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