Certified Brand Management Professional

Introduction

This practical training program is designed with:

16 hours training
03 months one-on-one coaching
Examination

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