/  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
    28 - 10 - 2018
    1 - 11 - 2018
  • Dubai
    14 - 10 - 2018
    18 - 10 - 2018
  • Paris
    28 - 10 - 2018
    1 - 11 - 2018
  • Kuala Lumpur
    11 - 11 - 2018
    15 - 11 - 2018
  • Istanbul
    18 - 11 - 2018
    22 - 11 - 2018
  • Bali
    11 - 11 - 2018
    15 - 11 - 2018
  • London
    23 - 12 - 2018
    27 - 12 - 2018
  • Dubai
    2 - 12 - 2018
    6 - 12 - 2018
  • Paris
    23 - 12 - 2018
    27 - 12 - 2018
  • Kuala Lumpur
    6 - 1 - 2019
    10 - 1 - 2019
  • Istanbul
    27 - 1 - 2019
    31 - 1 - 2019
  • Bali
    6 - 1 - 2019
    10 - 1 - 2019
  • London
    17 - 2 - 2019
    21 - 2 - 2019
  • Dubai
    10 - 2 - 2019
    14 - 2 - 2019
  • Paris
    17 - 2 - 2019
    21 - 2 - 2019
  • Kuala Lumpur
    3 - 3 - 2019
    7 - 3 - 2019
  • Istanbul
    17 - 3 - 2019
    21 - 3 - 2019
  • Bali
    3 - 3 - 2019
    7 - 3 - 2019
  • London
    7 - 4 - 2019
    11 - 4 - 2019
  • Dubai
    7 - 4 - 2019
    11 - 4 - 2019
  • Paris
    7 - 4 - 2019
    11 - 4 - 2019
  • Kuala Lumpur
    19 - 5 - 2019
    23 - 5 - 2019
  • Istanbul
    12 - 5 - 2019
    16 - 5 - 2019
  • Bali
    19 - 5 - 2019
    23 - 5 - 2019
  • London
    16 - 6 - 2019
    20 - 6 - 2019
  • Dubai
    23 - 6 - 2019
    27 - 6 - 2019
  • Paris
    16 - 6 - 2019
    20 - 6 - 2019
  • Kuala Lumpur
    14 - 7 - 2019
    18 - 7 - 2019
  • Istanbul
    7 - 7 - 2019
    11 - 7 - 2019
  • Bali
    14 - 7 - 2019
    18 - 7 - 2019
  • London
    11 - 8 - 2019
    15 - 8 - 2019
  • Dubai
    18 - 8 - 2019
    22 - 8 - 2019
  • Paris
    11 - 8 - 2019
    15 - 8 - 2019
  • Kuala Lumpur
    22 - 9 - 2019
    26 - 9 - 2019
  • Istanbul
    22 - 9 - 2019
    26 - 9 - 2019
  • Bali
    22 - 9 - 2019
    26 - 9 - 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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