Brand Management for Sustained Success

THIS IS DELIVERED AS AN IN-COMPANY COURSE AND OPEN COURSE. NEXT COURSE DATE: 13-14 September 2012 - CENTRAL LONDON

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.


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.

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