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 Brand Management

Overview

 

This course Identifies the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees.  You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.

 

This course will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise.  The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy.  Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.

 

Who is this class for?

 

This course is aimed at those who work in the field of managing the brand of their companies and those trying to improve it. Also for those with ambitions of a career in marekting and/or professionals who are looking to use brand and product management to enhance the products in their own business or in the company that they work for.

 

Course Learning Outcomes:

 

By the end of this course students should be able to:

1. Understand key principles of branding

2. Explain branding concepts and ideas in their own words

3. Understand and conduct the measurement of brand equity and brand performance

4. Practically develop a brand, including positioning and communication

5. Prepare a professional, logical and coherent report in the form of a brand audit

6. Deliver an oral presentation in a professional, engaging manner

7. Develop an argument and express themselves clearly in both written and oral communication

8. Consider ethical issues

 

The learning objectives for this course are to have students:

 

 

1.Develop a consumer-centric approach to building, measuring and evaluating strategies that build brand equity for new and existing brands.

2. Identify important issues related to planning and implementing brand strategies for a diverse group of marketing offerings (e.g., products, services, industrial goods, non-profits, etc.).

3. Learn how to identify brand meaning and to measure brand strength for any particular market offering.

4. Apply branding principles and marketing communication concepts and frameworks to achieve brand management goals and improve marketing performance.

 

 

Course Content:

 

  1. Launching new products and the challenge of managing their life-cycle.
  2. Knowing how to communicate your offering: Brand Architecture & naming.
  3. Building your brand portfolio.
  4. Equipping and engaging employees to deliver on the brand promise.
  5. Integrated Marketing Communications
  6. “Discover the Blind Spots in Your Brand Vision”
  7. “The Specificity of Luxury Management: Turning Marketing Upside Down”
  8. “Branding in the Digital Age: You’re Spending Your Money in all the Wrong Places”
  9. “Intel Voice: The Written Expression of the Intel Brand Personality”
  10. “Behold the Extreme Consumers and Learn to Embrace Them” 
  11. “Getting Brand Communities Right”
  12. “Seeing the Voice of the Customer: Metaphor-Based Advertising Research”
  13. “What Becomes an Icon Most?”
  14. “Viewing Brands in Multiple Dimensions”

 

Course Dates:

This course will be held in early November 2017

It will also be held in mid December 2017.

 

Location:

Barcelona

(Other choices include London, Paris or Geneva)

 

Fees:

Short Course for 5 days = £3400 Per Person

Discount for Groups of Two: £3400 Per Person

Discount for Groups of Three to Five : £2900Per Person

 

Short Diploma Certificate for 10 Days = £4500 Per Person.

Discount for Groups of Two: £4000 Per Person

Discount for Groups of Three to Five : £3800Person

 

Short Master of 15 Days: £5700 Per Person. 

Discount for Groups of Two: £5000Per Person

Discount for Groups of Three to Five : £4500 Per Person

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