/  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
  • London
    27 - 1 - 2019
    31 - 1 - 2019
  • Madrid
    27 - 1 - 2019
    31 - 1 - 2019
  • Munich
    27 - 1 - 2019
    31 - 1 - 2019
  • Berlin
    27 - 1 - 2019
    31 - 1 - 2019
  • New York
    27 - 1 - 2019
    31 - 1 - 2019
  • Istanbul
    20 - 1 - 2019
    24 - 1 - 2019
  • Bali
    20 - 1 - 2019
    24 - 1 - 2019
  • Singapore
    20 - 1 - 2019
    24 - 1 - 2019
  • Washington
    20 - 1 - 2019
    24 - 1 - 2019
  • Kuala Lumpur
    13 - 1 - 2019
    17 - 1 - 2019
  • Rome
    13 - 1 - 2019
    17 - 1 - 2019
  • Rome
    13 - 1 - 2019
    17 - 1 - 2019
  • Barcelona
    13 - 1 - 2019
    17 - 1 - 2019
  • Zurich
    13 - 1 - 2019
    17 - 1 - 2019
  • Dubai
    6 - 1 - 2019
    10 - 1 - 2019
  • Paris
    6 - 1 - 2019
    10 - 1 - 2019
  • Hong Kong
    6 - 1 - 2019
    10 - 1 - 2019
  • Kuala Lumpur
    24 - 2 - 2019
    28 - 2 - 2019
  • Rome
    24 - 2 - 2019
    28 - 2 - 2019
  • Rome
    24 - 2 - 2019
    28 - 2 - 2019
  • Barcelona
    24 - 2 - 2019
    28 - 2 - 2019
  • Zurich
    24 - 2 - 2019
    28 - 2 - 2019
  • London
    17 - 2 - 2019
    21 - 2 - 2019
  • Madrid
    17 - 2 - 2019
    21 - 2 - 2019
  • Munich
    17 - 2 - 2019
    21 - 2 - 2019
  • Berlin
    17 - 2 - 2019
    21 - 2 - 2019
  • New York
    17 - 2 - 2019
    21 - 2 - 2019
  • Dubai
    10 - 2 - 2019
    14 - 2 - 2019
  • Paris
    10 - 2 - 2019
    14 - 2 - 2019
  • Hong Kong
    10 - 2 - 2019
    14 - 2 - 2019
  • Istanbul
    3 - 2 - 2019
    7 - 2 - 2019
  • Bali
    3 - 2 - 2019
    7 - 2 - 2019
  • Singapore
    3 - 2 - 2019
    7 - 2 - 2019
  • Washington
    3 - 2 - 2019
    7 - 2 - 2019
  • London
    17 - 3 - 2019
    21 - 3 - 2019
  • Madrid
    17 - 3 - 2019
    21 - 3 - 2019
  • Munich
    17 - 3 - 2019
    21 - 3 - 2019
  • Berlin
    17 - 3 - 2019
    21 - 3 - 2019
  • New York
    17 - 3 - 2019
    21 - 3 - 2019
  • Istanbul
    10 - 3 - 2019
    14 - 3 - 2019
  • Bali
    10 - 3 - 2019
    14 - 3 - 2019
  • Singapore
    10 - 3 - 2019
    14 - 3 - 2019
  • Washington
    10 - 3 - 2019
    14 - 3 - 2019
  • Kuala Lumpur
    3 - 3 - 2019
    7 - 3 - 2019
  • Rome
    3 - 3 - 2019
    7 - 3 - 2019
  • Rome
    3 - 3 - 2019
    7 - 3 - 2019
  • Barcelona
    3 - 3 - 2019
    7 - 3 - 2019
  • Zurich
    3 - 3 - 2019
    7 - 3 - 2019
  • Dubai
    24 - 3 - 2019
    28 - 3 - 2019
  • Paris
    24 - 3 - 2019
    28 - 3 - 2019
  • Hong Kong
    24 - 3 - 2019
    28 - 3 - 2019
  • Kuala Lumpur
    28 - 4 - 2019
    2 - 5 - 2019
  • Rome
    28 - 4 - 2019
    2 - 5 - 2019
  • Rome
    28 - 4 - 2019
    2 - 5 - 2019
  • Barcelona
    28 - 4 - 2019
    2 - 5 - 2019
  • Zurich
    28 - 4 - 2019
    2 - 5 - 2019
  • London
    7 - 4 - 2019
    11 - 4 - 2019
  • Madrid
    7 - 4 - 2019
    11 - 4 - 2019
  • Munich
    7 - 4 - 2019
    11 - 4 - 2019
  • Berlin
    7 - 4 - 2019
    11 - 4 - 2019
  • New York
    7 - 4 - 2019
    11 - 4 - 2019
  • Dubai
    14 - 4 - 2019
    18 - 4 - 2019
  • Paris
    14 - 4 - 2019
    18 - 4 - 2019
  • Hong Kong
    14 - 4 - 2019
    18 - 4 - 2019
  • Istanbul
    21 - 4 - 2019
    25 - 4 - 2019
  • Bali
    21 - 4 - 2019
    25 - 4 - 2019
  • Singapore
    21 - 4 - 2019
    25 - 4 - 2019
  • Washington
    21 - 4 - 2019
    25 - 4 - 2019
  • London
    12 - 5 - 2019
    16 - 5 - 2019
  • Madrid
    12 - 5 - 2019
    16 - 5 - 2019
  • Munich
    12 - 5 - 2019
    16 - 5 - 2019
  • Berlin
    12 - 5 - 2019
    16 - 5 - 2019
  • New York
    12 - 5 - 2019
    16 - 5 - 2019
  • Istanbul
    5 - 5 - 2019
    9 - 5 - 2019
  • Bali
    5 - 5 - 2019
    9 - 5 - 2019
  • Singapore
    5 - 5 - 2019
    9 - 5 - 2019
  • Washington
    5 - 5 - 2019
    9 - 5 - 2019
  • Kuala Lumpur
    19 - 5 - 2019
    23 - 5 - 2019
  • Rome
    19 - 5 - 2019
    23 - 5 - 2019
  • Rome
    19 - 5 - 2019
    23 - 5 - 2019
  • Barcelona
    19 - 5 - 2019
    23 - 5 - 2019
  • Zurich
    19 - 5 - 2019
    23 - 5 - 2019
  • Dubai
    26 - 5 - 2019
    30 - 5 - 2019
  • Paris
    26 - 5 - 2019
    30 - 5 - 2019
  • Hong Kong
    26 - 5 - 2019
    30 - 5 - 2019
  • Kuala Lumpur
    9 - 6 - 2019
    13 - 6 - 2019
  • Rome
    9 - 6 - 2019
    13 - 6 - 2019
  • Rome
    9 - 6 - 2019
    13 - 6 - 2019
  • Barcelona
    9 - 6 - 2019
    13 - 6 - 2019
  • Zurich
    9 - 6 - 2019
    13 - 6 - 2019
  • London
    16 - 6 - 2019
    20 - 6 - 2019
  • Madrid
    16 - 6 - 2019
    20 - 6 - 2019
  • Munich
    16 - 6 - 2019
    20 - 6 - 2019
  • Berlin
    16 - 6 - 2019
    20 - 6 - 2019
  • New York
    16 - 6 - 2019
    20 - 6 - 2019
  • Dubai
    23 - 6 - 2019
    27 - 6 - 2019
  • Paris
    23 - 6 - 2019
    27 - 6 - 2019
  • Hong Kong
    23 - 6 - 2019
    27 - 6 - 2019
  • Istanbul
    2 - 6 - 2019
    6 - 6 - 2019
  • Bali
    2 - 6 - 2019
    6 - 6 - 2019
  • Singapore
    2 - 6 - 2019
    6 - 6 - 2019
  • Washington
    2 - 6 - 2019
    6 - 6 - 2019
  • London
    7 - 7 - 2019
    11 - 7 - 2019
  • Madrid
    7 - 7 - 2019
    11 - 7 - 2019
  • Munich
    7 - 7 - 2019
    11 - 7 - 2019
  • Berlin
    7 - 7 - 2019
    11 - 7 - 2019
  • New York
    7 - 7 - 2019
    11 - 7 - 2019
  • Istanbul
    14 - 7 - 2019
    18 - 7 - 2019
  • Bali
    14 - 7 - 2019
    18 - 7 - 2019
  • Singapore
    14 - 7 - 2019
    18 - 7 - 2019
  • Washington
    14 - 7 - 2019
    18 - 7 - 2019
  • Istanbul
    21 - 7 - 2019
    25 - 7 - 2019
  • Bali
    21 - 7 - 2019
    25 - 7 - 2019
  • Singapore
    21 - 7 - 2019
    25 - 7 - 2019
  • Washington
    21 - 7 - 2019
    25 - 7 - 2019
  • Dubai
    28 - 7 - 2019
    1 - 8 - 2019
  • Paris
    28 - 7 - 2019
    1 - 8 - 2019
  • Hong Kong
    28 - 7 - 2019
    1 - 8 - 2019
  • Kuala Lumpur
    4 - 8 - 2019
    8 - 8 - 2019
  • Rome
    4 - 8 - 2019
    8 - 8 - 2019
  • Rome
    4 - 8 - 2019
    8 - 8 - 2019
  • Barcelona
    4 - 8 - 2019
    8 - 8 - 2019
  • Zurich
    4 - 8 - 2019
    8 - 8 - 2019
  • London
    11 - 8 - 2019
    15 - 8 - 2019
  • Madrid
    11 - 8 - 2019
    15 - 8 - 2019
  • Munich
    11 - 8 - 2019
    15 - 8 - 2019
  • Berlin
    11 - 8 - 2019
    15 - 8 - 2019
  • New York
    11 - 8 - 2019
    15 - 8 - 2019
  • Dubai
    18 - 8 - 2019
    22 - 8 - 2019
  • Paris
    18 - 8 - 2019
    22 - 8 - 2019
  • Hong Kong
    18 - 8 - 2019
    22 - 8 - 2019
  • Istanbul
    25 - 8 - 2019
    29 - 8 - 2019
  • Bali
    25 - 8 - 2019
    29 - 8 - 2019
  • Singapore
    25 - 8 - 2019
    29 - 8 - 2019
  • Washington
    25 - 8 - 2019
    29 - 8 - 2019
  • London
    22 - 9 - 2019
    26 - 9 - 2019
  • Madrid
    22 - 9 - 2019
    26 - 9 - 2019
  • Munich
    22 - 9 - 2019
    26 - 9 - 2019
  • Berlin
    22 - 9 - 2019
    26 - 9 - 2019
  • New York
    22 - 9 - 2019
    26 - 9 - 2019
  • Istanbul
    1 - 9 - 2019
    5 - 9 - 2019
  • Bali
    1 - 9 - 2019
    5 - 9 - 2019
  • Singapore
    1 - 9 - 2019
    5 - 9 - 2019
  • Washington
    1 - 9 - 2019
    5 - 9 - 2019
  • Kuala Lumpur
    8 - 9 - 2019
    12 - 9 - 2019
  • Rome
    8 - 9 - 2019
    12 - 9 - 2019
  • Rome
    8 - 9 - 2019
    12 - 9 - 2019
  • Barcelona
    8 - 9 - 2019
    12 - 9 - 2019
  • Zurich
    8 - 9 - 2019
    12 - 9 - 2019
  • Dubai
    15 - 9 - 2019
    19 - 9 - 2019
  • Paris
    15 - 9 - 2019
    19 - 9 - 2019
  • Hong Kong
    15 - 9 - 2019
    19 - 9 - 2019
  • Kuala Lumpur
    20 - 10 - 2019
    24 - 10 - 2019
  • Rome
    20 - 10 - 2019
    24 - 10 - 2019
  • Rome
    20 - 10 - 2019
    24 - 10 - 2019
  • Barcelona
    20 - 10 - 2019
    24 - 10 - 2019
  • Zurich
    20 - 10 - 2019
    24 - 10 - 2019
  • London
    27 - 10 - 2019
    31 - 10 - 2019
  • Madrid
    27 - 10 - 2019
    31 - 10 - 2019
  • Munich
    27 - 10 - 2019
    31 - 10 - 2019
  • Berlin
    27 - 10 - 2019
    31 - 10 - 2019
  • New York
    27 - 10 - 2019
    31 - 10 - 2019
  • Dubai
    6 - 10 - 2019
    10 - 10 - 2019
  • Paris
    6 - 10 - 2019
    10 - 10 - 2019
  • Hong Kong
    6 - 10 - 2019
    10 - 10 - 2019
  • Istanbul
    13 - 10 - 2019
    17 - 10 - 2019
  • Bali
    13 - 10 - 2019
    17 - 10 - 2019
  • Singapore
    13 - 10 - 2019
    17 - 10 - 2019
  • Washington
    13 - 10 - 2019
    17 - 10 - 2019
  • London
    17 - 11 - 2019
    21 - 11 - 2019
  • Madrid
    17 - 11 - 2019
    21 - 11 - 2019
  • Munich
    17 - 11 - 2019
    21 - 11 - 2019
  • Berlin
    17 - 11 - 2019
    21 - 11 - 2019
  • New York
    17 - 11 - 2019
    21 - 11 - 2019
  • Istanbul
    24 - 11 - 2019
    28 - 11 - 2019
  • Bali
    24 - 11 - 2019
    28 - 11 - 2019
  • Singapore
    24 - 11 - 2019
    28 - 11 - 2019
  • Washington
    24 - 11 - 2019
    28 - 11 - 2019
  • Kuala Lumpur
    3 - 11 - 2019
    7 - 11 - 2019
  • Rome
    3 - 11 - 2019
    7 - 11 - 2019
  • Rome
    3 - 11 - 2019
    7 - 11 - 2019
  • Barcelona
    3 - 11 - 2019
    7 - 11 - 2019
  • Zurich
    3 - 11 - 2019
    7 - 11 - 2019
  • Dubai
    10 - 11 - 2019
    14 - 11 - 2019
  • Paris
    10 - 11 - 2019
    14 - 11 - 2019
  • Hong Kong
    10 - 11 - 2019
    14 - 11 - 2019
  • Kuala Lumpur
    15 - 12 - 2019
    19 - 12 - 2019
  • Rome
    15 - 12 - 2019
    19 - 12 - 2019
  • Rome
    15 - 12 - 2019
    19 - 12 - 2019
  • Barcelona
    15 - 12 - 2019
    19 - 12 - 2019
  • Zurich
    15 - 12 - 2019
    19 - 12 - 2019
  • London
    22 - 12 - 2019
    26 - 12 - 2019
  • Madrid
    22 - 12 - 2019
    26 - 12 - 2019
  • Munich
    22 - 12 - 2019
    26 - 12 - 2019
  • Berlin
    22 - 12 - 2019
    26 - 12 - 2019
  • New York
    22 - 12 - 2019
    26 - 12 - 2019
  • Dubai
    8 - 12 - 2019
    12 - 12 - 2019
  • Paris
    8 - 12 - 2019
    12 - 12 - 2019
  • Hong Kong
    8 - 12 - 2019
    12 - 12 - 2019
  • Istanbul
    1 - 12 - 2019
    5 - 12 - 2019
  • Bali
    1 - 12 - 2019
    5 - 12 - 2019
  • Singapore
    1 - 12 - 2019
    5 - 12 - 2019
  • Washington
    1 - 12 - 2019
    5 - 12 - 2019

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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