Certified Brand Management Professional
Introduction
Brand management is essential for building a strong, recognizable, and trusted brand that resonates with customers. It shapes brand perception, ensuring consistency in messaging, visuals, and customer experience across all touchpoints. Effective brand management fosters loyalty, differentiates a business from competitors, and enhances credibility. It also drives long-term value by increasing brand equity, influencing purchasing decisions, and improving customer retention. By continuously monitoring market trends and consumer preferences, businesses can adapt and stay relevant. Without strong brand management, companies risk dilution, loss of customer trust, and weakened market position, ultimately impacting profitability and growth.
This training program is designed to include:
- 16 hours of training
- 03 months of one-on-one coaching
How you will benefit
By the end of the program, participants will be able to:
- 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.
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
What you will cover
- What is a Brand
- Why Do Brands Matter
- A Brief History of Brands
- The Challenges and Opportunities of Branding Today
- Understanding Branding
- 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 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 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
- 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
- The Brand Audit Questionnaire
- Reviewing the “Big Idea”
- Evaluating Advertising
Schedule
