STRATEGIC BRAND MANAGEMENT COURSE - SUCCESS WITH PRODUCT MANAGEMENT FUNCTIONS

Live-Online Training: N 188,125
Classroom Training: N 279,500
3 - 4 participants: 5% discount
5 or more participants: 10% discount

(Available also for Customised Training by Duration, Venue & Fee) 

Programme Description
     Brand building requires skilled management and leadership, whether you’re bringing a new product class to market or improving upon existing ones. You will have to lead innovation that meets the evolving perception of customers in the modern and ever disruptive era. 
In this Brand Management training, you will learn how to:

• Develop the mindset needed to nurture viable branding of products or services
• Define the problems a brand will solve while mapping the customer journey and articulating user personas
• Use design thinking to generate innovative ideas and solutions to brand design problems
• Evaluate brand road mapping and decisions using various management techniques and practices.
• Outline a plan to create a competitive, scalable brand using key product development strategies and frameworks.

The five broad competencies from the course:

1. Ability to develop marketing strategy to guide the plan for different brands in the company.
2. Ability to manage the performance of the company’s brands.
3. Ability to communicate and promote the brands successfully to the different customer segments.
4. Ability to monitor the profitability of each product category.
5. Ability to identify new market needs which brand innovation can meet.

Course Contents
DAY ONE

• Brands and Products – the Total Product Concept
• • the core product 
  • the expected product 
  • the augmented product 
  • the potential - Brand Perception
• Why are Some Brands Regularly More Successful than Others?
• • What makes a brand great 
  • What strong brands have in common
  • Elements of a brand identity 
• Case Reviews of Iconic and Enduring Brands
• • Branded products – local, international
  • Branded services – local, international
• The First Principles: Positioning Your Brand
• • Positioning the brand for the Head
  • Positioning the brand for the Heart
• Finding and choosing the right market segment(s) to serve
• Brands Pricing Power Matrix
• Brand Activities - Taking advantage of every opportunity

DAY TWO

• A Compendium of Branding Terminologies
• • Brand Essence
  • Brand Planning
  • Brand Architecture
  • Brand Positioning
  • Brand Domain
  • Brand Value
  • Brand Personality
  • Brand Assets
• Branding Process - The 7-Steps Plan
  1. External analysis 
  2. Internal analysis
  3. SWOT analysis
  4. Brand strategy
  5. Operational plan
  6. Budget
  7. Evaluation
• Brand Building Blocks
• • The value proposition
  • The brand-customer relationship management 
  • The mental imagery – emotional perception.

DAY THREE

• Rules of Competition & Branding Strategy
• • Sequence and time of brand actions
  • Committing resources to the brand
  • Seizing the initiative for the brand
  • Out-performing competition
• Brand Communications Mix
• • Detailing and selling
  • Merchandising
  • Advertising
  • Projects and promotions
  • Direct marketing
  • PR and publicity
  • Sponsorships
  • Exhibitions
  • POS/merchandising.
• Brand Profitability.

DAY FOUR

• The Three Battle Areas for Brand Leadership
• • Battle for market share
  • Battle for share of the customer’s mind
  • Battle to shape the market’s future
•  The 5-Forces Model for Branding Warfare
• • Comparative prominence of rival brands
  • Competence of rival companies
  • Bargaining power of customers: channels and consumers
  • Substitute products
  • Threat of other brands’ share of pocket.
• Market Battle Decisions 
• Planning Focus 
• • Making each product become a stronger brand
  • Differentiating the brand from what competing brands offer
  • Making one’s brands special for each different customer and consumer categories
  • Keeping the customers loyal for a long period
  • Reducing the cost of getting new customers
  • Measuring the payback from advertising, sales promotion, and public relations.
• Brand Managers Responsibilities
• • Sales revenue responsibilities
  • Marketing budgets
  • Profit responsibilities.

DAY FIVE

• Total Marketing Communications 
• • The modern digital marketing communications
  • The rise of influencer marketing for brand building
  • The traditional media - tv, radio, out-of-home, press
  • Working with creative agencies, media planners and production outfits
  • Activation techniques
  • Consumer Sales Promo
  • Trade Promo
  • Sensitivity analysis of brand promotional expenses.