/  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 - 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
  • 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
  • London
    26 - 1 - 2020
    30 - 1 - 2020
  • Madrid
    26 - 1 - 2020
    30 - 1 - 2020
  • Munich
    26 - 1 - 2020
    30 - 1 - 2020
  • Berlin
    26 - 1 - 2020
    30 - 1 - 2020
  • New York
    26 - 1 - 2020
    30 - 1 - 2020
  • Istanbul
    19 - 1 - 2020
    23 - 1 - 2020
  • Bali
    19 - 1 - 2020
    23 - 1 - 2020
  • Singapore
    19 - 1 - 2020
    23 - 1 - 2020
  • Washington
    19 - 1 - 2020
    23 - 1 - 2020
  • Kuala Lumpur
    12 - 1 - 2020
    16 - 1 - 2020
  • Rome
    12 - 1 - 2020
    16 - 1 - 2020
  • Rome
    12 - 1 - 2020
    16 - 1 - 2020
  • Barcelona
    12 - 1 - 2020
    16 - 1 - 2020
  • Zurich
    12 - 1 - 2020
    16 - 1 - 2020
  • Dubai
    5 - 1 - 2020
    9 - 1 - 2020
  • Paris
    5 - 1 - 2020
    9 - 1 - 2020
  • Hong Kong
    5 - 1 - 2020
    9 - 1 - 2020
  • Kuala Lumpur
    23 - 2 - 2020
    27 - 2 - 2020
  • Rome
    23 - 2 - 2020
    27 - 2 - 2020
  • Rome
    23 - 2 - 2020
    27 - 2 - 2020
  • Barcelona
    23 - 2 - 2020
    27 - 2 - 2020
  • Zurich
    23 - 2 - 2020
    27 - 2 - 2020
  • London
    16 - 2 - 2020
    20 - 2 - 2020
  • Madrid
    16 - 2 - 2020
    20 - 2 - 2020
  • Munich
    16 - 2 - 2020
    20 - 2 - 2020
  • Berlin
    16 - 2 - 2020
    20 - 2 - 2020
  • New York
    16 - 2 - 2020
    20 - 2 - 2020
  • Dubai
    9 - 2 - 2020
    13 - 2 - 2020
  • Paris
    9 - 2 - 2020
    13 - 2 - 2020
  • Hong Kong
    9 - 2 - 2020
    13 - 2 - 2020
  • Istanbul
    2 - 2 - 2020
    6 - 2 - 2020
  • Bali
    2 - 2 - 2020
    6 - 2 - 2020
  • Singapore
    2 - 2 - 2020
    6 - 2 - 2020
  • Washington
    2 - 2 - 2020
    6 - 2 - 2020
  • London
    15 - 3 - 2020
    19 - 3 - 2020
  • Madrid
    15 - 3 - 2020
    19 - 3 - 2020
  • Munich
    15 - 3 - 2020
    19 - 3 - 2020
  • Berlin
    15 - 3 - 2020
    19 - 3 - 2020
  • New York
    15 - 3 - 2020
    19 - 3 - 2020
  • Istanbul
    8 - 3 - 2020
    12 - 3 - 2020
  • Bali
    8 - 3 - 2020
    12 - 3 - 2020
  • Singapore
    8 - 3 - 2020
    12 - 3 - 2020
  • Washington
    8 - 3 - 2020
    12 - 3 - 2020
  • Kuala Lumpur
    1 - 3 - 2020
    5 - 3 - 2020
  • Rome
    1 - 3 - 2020
    5 - 3 - 2020
  • Rome
    1 - 3 - 2020
    5 - 3 - 2020
  • Barcelona
    1 - 3 - 2020
    5 - 3 - 2020
  • Zurich
    1 - 3 - 2020
    5 - 3 - 2020
  • Dubai
    22 - 3 - 2020
    26 - 3 - 2020
  • Paris
    22 - 3 - 2020
    26 - 3 - 2020
  • Hong Kong
    22 - 3 - 2020
    26 - 3 - 2020
  • Kuala Lumpur
    26 - 4 - 2020
    30 - 4 - 2020
  • Rome
    26 - 4 - 2020
    30 - 4 - 2020
  • Rome
    26 - 4 - 2020
    30 - 4 - 2020
  • Barcelona
    26 - 4 - 2020
    30 - 4 - 2020
  • Zurich
    26 - 4 - 2020
    30 - 4 - 2020
  • London
    5 - 4 - 2020
    9 - 4 - 2020
  • Madrid
    5 - 4 - 2020
    9 - 4 - 2020
  • Munich
    5 - 4 - 2020
    9 - 4 - 2020
  • Berlin
    5 - 4 - 2020
    9 - 4 - 2020
  • New York
    5 - 4 - 2020
    9 - 4 - 2020
  • Dubai
    12 - 4 - 2020
    16 - 4 - 2020
  • Paris
    12 - 4 - 2020
    16 - 4 - 2020
  • Hong Kong
    12 - 4 - 2020
    16 - 4 - 2020
  • Istanbul
    19 - 4 - 2020
    23 - 4 - 2020
  • Bali
    19 - 4 - 2020
    23 - 4 - 2020
  • Singapore
    19 - 4 - 2020
    23 - 4 - 2020
  • Washington
    19 - 4 - 2020
    23 - 4 - 2020
  • London
    10 - 5 - 2020
    14 - 5 - 2020
  • Madrid
    10 - 5 - 2020
    14 - 5 - 2020
  • Munich
    10 - 5 - 2020
    14 - 5 - 2020
  • Berlin
    10 - 5 - 2020
    14 - 5 - 2020
  • New York
    10 - 5 - 2020
    14 - 5 - 2020
  • Istanbul
    3 - 5 - 2020
    7 - 5 - 2020
  • Bali
    3 - 5 - 2020
    7 - 5 - 2020
  • Singapore
    3 - 5 - 2020
    7 - 5 - 2020
  • Washington
    3 - 5 - 2020
    7 - 5 - 2020
  • Kuala Lumpur
    17 - 5 - 2020
    21 - 5 - 2020
  • Rome
    17 - 5 - 2020
    21 - 5 - 2020
  • Rome
    17 - 5 - 2020
    21 - 5 - 2020
  • Barcelona
    17 - 5 - 2020
    21 - 5 - 2020
  • Zurich
    17 - 5 - 2020
    21 - 5 - 2020
  • Dubai
    24 - 5 - 2020
    28 - 5 - 2020
  • Paris
    24 - 5 - 2020
    28 - 5 - 2020
  • Hong Kong
    24 - 5 - 2020
    28 - 5 - 2020
  • Kuala Lumpur
    14 - 6 - 2020
    18 - 6 - 2020
  • Rome
    14 - 6 - 2020
    18 - 6 - 2020
  • Rome
    14 - 6 - 2020
    18 - 6 - 2020
  • Barcelona
    14 - 6 - 2020
    18 - 6 - 2020
  • Zurich
    14 - 6 - 2020
    18 - 6 - 2020
  • London
    21 - 6 - 2020
    25 - 6 - 2020
  • Madrid
    21 - 6 - 2020
    25 - 6 - 2020
  • Munich
    21 - 6 - 2020
    25 - 6 - 2020
  • Berlin
    21 - 6 - 2020
    25 - 6 - 2020
  • New York
    21 - 6 - 2020
    25 - 6 - 2020
  • Dubai
    28 - 6 - 2020
    2 - 7 - 2020
  • Paris
    28 - 6 - 2020
    2 - 7 - 2020
  • Hong Kong
    28 - 6 - 2020
    2 - 7 - 2020
  • Istanbul
    7 - 6 - 2020
    11 - 6 - 2020
  • Bali
    7 - 6 - 2020
    11 - 6 - 2020
  • Singapore
    7 - 6 - 2020
    11 - 6 - 2020
  • Washington
    7 - 6 - 2020
    11 - 6 - 2020
  • London
    5 - 7 - 2020
    9 - 7 - 2020
  • Madrid
    5 - 7 - 2020
    9 - 7 - 2020
  • Munich
    5 - 7 - 2020
    9 - 7 - 2020
  • Berlin
    5 - 7 - 2020
    9 - 7 - 2020
  • New York
    5 - 7 - 2020
    9 - 7 - 2020
  • Istanbul
    12 - 7 - 2020
    16 - 7 - 2020
  • Bali
    12 - 7 - 2020
    16 - 7 - 2020
  • Singapore
    12 - 7 - 2020
    16 - 7 - 2020
  • Washington
    12 - 7 - 2020
    16 - 7 - 2020
  • 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
  • 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
  • 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
  • Dubai
    4 - 10 - 2020
    8 - 10 - 2020
  • Paris
    4 - 10 - 2020
    8 - 10 - 2020
  • Hong Kong
    4 - 10 - 2020
    8 - 10 - 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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