/  Professional Brand Manager Training

Professional Brand Manager Training

BMC Training provides a training course in Professional Brand Manager in PR , Customer Services , Sales and Marketing

Course Title
Venue
Start Date
End Date
  • Istanbul
    19 - 7 - 2020
    23 - 7 - 2020
  • Bali
    19 - 7 - 2020
    23 - 7 - 2020
  • Singapore
    19 - 7 - 2020
    23 - 7 - 2020
  • Washington
    19 - 7 - 2020
    23 - 7 - 2020
  • Dubai
    26 - 7 - 2020
    30 - 7 - 2020
  • Paris
    26 - 7 - 2020
    30 - 7 - 2020
  • Hong Kong
    26 - 7 - 2020
    30 - 7 - 2020
  • Kuala Lumpur
    2 - 8 - 2020
    6 - 8 - 2020
  • Rome
    2 - 8 - 2020
    6 - 8 - 2020
  • Barcelona
    2 - 8 - 2020
    6 - 8 - 2020
  • Zurich
    2 - 8 - 2020
    6 - 8 - 2020
  • London
    9 - 8 - 2020
    13 - 8 - 2020
  • Madrid
    9 - 8 - 2020
    13 - 8 - 2020
  • Munich
    9 - 8 - 2020
    13 - 8 - 2020
  • Berlin
    9 - 8 - 2020
    13 - 8 - 2020
  • New York
    9 - 8 - 2020
    13 - 8 - 2020
  • Dubai
    16 - 8 - 2020
    20 - 8 - 2020
  • Paris
    16 - 8 - 2020
    20 - 8 - 2020
  • Hong Kong
    16 - 8 - 2020
    20 - 8 - 2020
  • Istanbul
    23 - 8 - 2020
    27 - 8 - 2020
  • Bali
    23 - 8 - 2020
    27 - 8 - 2020
  • Singapore
    23 - 8 - 2020
    27 - 8 - 2020
  • Washington
    23 - 8 - 2020
    27 - 8 - 2020
  • London
    27 - 9 - 2020
    1 - 10 - 2020
  • Madrid
    27 - 9 - 2020
    1 - 10 - 2020
  • Munich
    27 - 9 - 2020
    1 - 10 - 2020
  • Berlin
    27 - 9 - 2020
    1 - 10 - 2020
  • New York
    27 - 9 - 2020
    1 - 10 - 2020
  • Istanbul
    6 - 9 - 2020
    10 - 9 - 2020
  • Bali
    6 - 9 - 2020
    10 - 9 - 2020
  • Singapore
    6 - 9 - 2020
    10 - 9 - 2020
  • Washington
    6 - 9 - 2020
    10 - 9 - 2020
  • Kuala Lumpur
    13 - 9 - 2020
    17 - 9 - 2020
  • Rome
    13 - 9 - 2020
    17 - 9 - 2020
  • Barcelona
    13 - 9 - 2020
    17 - 9 - 2020
  • Zurich
    13 - 9 - 2020
    17 - 9 - 2020
  • Dubai
    20 - 9 - 2020
    24 - 9 - 2020
  • Paris
    20 - 9 - 2020
    24 - 9 - 2020
  • Hong Kong
    20 - 9 - 2020
    24 - 9 - 2020
  • Kuala Lumpur
    18 - 10 - 2020
    22 - 10 - 2020
  • Rome
    18 - 10 - 2020
    22 - 10 - 2020
  • Barcelona
    18 - 10 - 2020
    22 - 10 - 2020
  • Zurich
    18 - 10 - 2020
    22 - 10 - 2020
  • London
    25 - 10 - 2020
    29 - 10 - 2020
  • Madrid
    25 - 10 - 2020
    29 - 10 - 2020
  • Munich
    25 - 10 - 2020
    29 - 10 - 2020
  • Berlin
    25 - 10 - 2020
    29 - 10 - 2020
  • New York
    25 - 10 - 2020
    29 - 10 - 2020
  • Dubai
    4 - 10 - 2020
    8 - 10 - 2020
  • Paris
    4 - 10 - 2020
    8 - 10 - 2020
  • Hong Kong
    4 - 10 - 2020
    8 - 10 - 2020
  • Istanbul
    11 - 10 - 2020
    15 - 10 - 2020
  • Bali
    11 - 10 - 2020
    15 - 10 - 2020
  • Singapore
    11 - 10 - 2020
    15 - 10 - 2020
  • Washington
    11 - 10 - 2020
    15 - 10 - 2020
  • London
    15 - 11 - 2020
    19 - 11 - 2020
  • Madrid
    15 - 11 - 2020
    19 - 11 - 2020
  • Munich
    15 - 11 - 2020
    19 - 11 - 2020
  • Berlin
    15 - 11 - 2020
    19 - 11 - 2020
  • New York
    15 - 11 - 2020
    19 - 11 - 2020
  • Istanbul
    22 - 11 - 2020
    26 - 11 - 2020
  • Bali
    22 - 11 - 2020
    26 - 11 - 2020
  • Singapore
    22 - 11 - 2020
    26 - 11 - 2020
  • Washington
    22 - 11 - 2020
    26 - 11 - 2020
  • Kuala Lumpur
    1 - 11 - 2020
    5 - 11 - 2020
  • Rome
    1 - 11 - 2020
    5 - 11 - 2020
  • Barcelona
    1 - 11 - 2020
    5 - 11 - 2020
  • Zurich
    1 - 11 - 2020
    5 - 11 - 2020
  • Dubai
    8 - 11 - 2020
    12 - 11 - 2020
  • Paris
    8 - 11 - 2020
    12 - 11 - 2020
  • Hong Kong
    8 - 11 - 2020
    12 - 11 - 2020
  • Kuala Lumpur
    20 - 12 - 2020
    24 - 12 - 2020
  • Rome
    20 - 12 - 2020
    24 - 12 - 2020
  • Barcelona
    20 - 12 - 2020
    24 - 12 - 2020
  • Zurich
    20 - 12 - 2020
    24 - 12 - 2020
  • London
    27 - 12 - 2020
    31 - 12 - 2020
  • Madrid
    27 - 12 - 2020
    31 - 12 - 2020
  • Munich
    27 - 12 - 2020
    31 - 12 - 2020
  • Berlin
    27 - 12 - 2020
    31 - 12 - 2020
  • New York
    27 - 12 - 2020
    31 - 12 - 2020
  • Dubai
    13 - 12 - 2020
    17 - 12 - 2020
  • Paris
    13 - 12 - 2020
    17 - 12 - 2020
  • Hong Kong
    13 - 12 - 2020
    17 - 12 - 2020
  • Istanbul
    6 - 12 - 2020
    10 - 12 - 2020
  • Bali
    6 - 12 - 2020
    10 - 12 - 2020
  • Singapore
    6 - 12 - 2020
    10 - 12 - 2020
  • Washington
    6 - 12 - 2020
    10 - 12 - 2020

Introduction

Who should attend:

All those involved in decisions and actions impacting the health of the brand. It is also of direct interest to marketing, product and brand managers and supervisors. The concepts introduced are also of key importance to those managers who chart the overall strategic and operational policies of the company. 

Objectives

  • Ensure the success of organization, product or service through careful attention to brand imperatives.
  • Craft a powerful brand positioning statement that reflects the brand promise and the expectations of their most valued customers.
  • Build a fully aligned, brand-focused operation.
  • Measure brand equity, track it and maximize it.
  • Master the branding process and conduct a full brand audit.
  • Avoid the dangers and pitfalls of ignoring the laws of branding.

Content

Definitions and Anatomy of Brands

  • What is a Brand
  • Why Do Brands Matter
  • A Brief History of Brands
  • The Challenges and Opportunities of Branding Today
  • Understanding Branding

Brand Planning and Management

  • The Concept of Customer-Based Brand Equity
  • Building Customer-Based Brand Equity
  • Three Tools to Facilitate Brand Planning 
    • Brand Positioning Model
    • Brand Resonance Model
    • Brand Value Chain Model 
  • Brand Management Elements
    • Developing Brand Vision
    • Establishing Brand Position 
    • Fulfilling Brand Contract 
    • Communicating Brand Position  
    • Measuring RoBI (Return on Brand Investment)

The Strategic Brand Management Process

  • The Branding Process: Some Useful Models 
  • 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 

Brand Equity and Identity

  • Brand Equity Defined 
  • Elements of Brand Equity
    • Brand Loyalty
    • Brand Awareness 
    • Perceived Quality
    • Brand Associations
  • Creating  a Brand Identity
    • Brand Vision  
    • Brand Contract 
    • Brand Stories 
    • Brand Communication 
    • Brand Metrics

Building Brand Portfolios

  • Branding Philosophies:
    • The Branded House
    • Sub-Brands
    • Endorsed Brands
    • The House of Brands
  • Brand Growth Strategies
    • Flanker/Fighting Brands
    • Line Extensions
    • Brand Extensions
  • Successful and Unsuccessful Brand Extensions
  • The Various Types of Brand Architecture: Product-Brand, “Branduit,” Range Brand, Umbrella Brand and Endorsement Brand

Brand Evaluation

  • The Brand Audit Questionnaire
  • Reviewing the “Big Idea”
  • Evaluating Advertising

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