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Certified Brand Manager

Course Overview

Explore the art of creating a powerful brand that captivates audiences and stand out from the competition. This course allows you to discover the secrets to crafting a distinctive brand through a unique name, packaging, and design.

Learn the essentials of building a strong organizational brand and evaluate its performance and perceptions in the marketplace. Explore the essential role of brand management in driving strategic marketing initiatives, understanding the consumer adoption process, and various branding strategies.

Enroll now to become a Certified Brand Manager.

Who Should Attend

  • Managers and marketing personnel who wish to learn how to interpret the potential effects of various brand strategies and tactics and assess the value of any type of brand.
  • This course is also ideal for marketing professionals who would like to strengthen, develop and enhance their strategic marketing skills and obtain the highest Return On Investment (ROI) from managing their organization’s brand.

Course Objectives

At the end of this course, participants will be able to:

  • Define brands and understand the opportunities and challenges facing them in highly competitive business landscapes
  • Plan and craft a powerful brand positioning statement that reflects the brand’s promise and the expectations of their most valued customers
  • Build a strategic brand and track its growth and sustainability using researched processes
  • Explore the elements of brand equity and the constituents of brand identity to build consistent and sustainable brands
  • Identify various brand strategies to come up with sound actions aligned with the status of existing and new markets and products
  • Master the process for conducting a full brand audit to evaluate brand performance and take remedial actions

Course Content

Definitions and anatomy of brands

  • The definition of a brand
  • Reasons why brands matter
  • A brief history of brands
  • Difference between branding and marketing
  • The challenges and opportunities of branding today
  • Understanding branding

Brand planning models

  • The concept of customer-based brand equity
  • Building customer-based brand equity
  • Benefits of customer-based brand equity
  • Three tools to facilitate brand planning
    • Brand positioning model
    • Brand resonance model
    • Brand value chain model

The strategic brand management process

  • The brand management process: a useful model
    • Developing brand vision
    • Establishing brand position
    • Fulfilling brand contract
    • Brand communication
    • Brand metrics: measuring RoBI (Return on Brand Investment)
  • 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
  • Designing brand identity
  • Elements of brand identity
  • Brand essence

Building brand portfolios

  • Branding philosophies
  • Brand growth strategies
    • New brand
    • Flanker/fighting brands
    • Line extensions
    • Brand extensions
  • Successful and unsuccessful brand extensions

Brand evaluation

  • Brand audit defined
  • Brand audit techniques
  • The brand audit questionnaire
  • Reviewing the ‘big idea’
  • Evaluating advertising

Table of Contents

Course Code DU0509 Category
Location: Dubai, UAE
Duration: 5 Days
Language: English
Cost: 15,770 SAR
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