/  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
    26 - 9 - 2021
    30 - 9 - 2021
  • Madrid
    26 - 9 - 2021
    30 - 9 - 2021
  • Berlin
    26 - 9 - 2021
    30 - 9 - 2021
  • Dubai
    19 - 9 - 2021
    23 - 9 - 2021
  • Paris
    19 - 9 - 2021
    23 - 9 - 2021
  • Kuala Lumpur
    17 - 10 - 2021
    21 - 10 - 2021
  • Barcelona
    17 - 10 - 2021
    21 - 10 - 2021
  • Zurich
    17 - 10 - 2021
    21 - 10 - 2021
  • London
    24 - 10 - 2021
    28 - 10 - 2021
  • Madrid
    24 - 10 - 2021
    28 - 10 - 2021
  • Berlin
    24 - 10 - 2021
    28 - 10 - 2021
  • Dubai
    3 - 10 - 2021
    7 - 10 - 2021
  • Paris
    3 - 10 - 2021
    7 - 10 - 2021
  • Istanbul
    10 - 10 - 2021
    14 - 10 - 2021
  • Dubai
    17 - 10 - 2021
    21 - 10 - 2021
  • Paris
    17 - 10 - 2021
    21 - 10 - 2021
  • Dubai
    17 - 10 - 2021
    21 - 10 - 2021
  • Paris
    17 - 10 - 2021
    21 - 10 - 2021
  • London
    21 - 11 - 2021
    25 - 11 - 2021
  • Madrid
    21 - 11 - 2021
    25 - 11 - 2021
  • Berlin
    21 - 11 - 2021
    25 - 11 - 2021
  • Kuala Lumpur
    7 - 11 - 2021
    11 - 11 - 2021
  • Barcelona
    7 - 11 - 2021
    11 - 11 - 2021
  • Zurich
    7 - 11 - 2021
    11 - 11 - 2021
  • Dubai
    14 - 11 - 2021
    18 - 11 - 2021
  • Paris
    14 - 11 - 2021
    18 - 11 - 2021
  • Dubai
    13 - 12 - 2021
    17 - 12 - 2021
  • Paris
    13 - 12 - 2021
    17 - 12 - 2021
  • Kuala Lumpur
    19 - 12 - 2021
    23 - 12 - 2021
  • Barcelona
    19 - 12 - 2021
    23 - 12 - 2021
  • Zurich
    19 - 12 - 2021
    23 - 12 - 2021
  • London
    26 - 12 - 2021
    30 - 12 - 2021
  • Madrid
    26 - 12 - 2021
    30 - 12 - 2021
  • Berlin
    26 - 12 - 2021
    30 - 12 - 2021
  • Dubai
    12 - 12 - 2021
    16 - 12 - 2021
  • Paris
    12 - 12 - 2021
    16 - 12 - 2021
  • Istanbul
    5 - 12 - 2021
    9 - 12 - 2021
  • Istanbul
    13 - 12 - 2021
    17 - 12 - 2021
  • Dubai
    19 - 12 - 2021
    23 - 12 - 2021
  • Paris
    19 - 12 - 2021
    23 - 12 - 2021
  • Dubai
    19 - 12 - 2021
    23 - 12 - 2021
  • Paris
    19 - 12 - 2021
    23 - 12 - 2021

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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