Certified Brand Manager covers the roles and responsibilities of brand management, and how these are evolving, the key organizational interfaces, and the use of the traditional marketing “Ps” to strengthen your identity.

You will explore the different levels of your branding (e.g., elements, attributes, personality and core values), and how each plays an essential role in developing and maintaining strong relationships with your customers.

Overall, the course will provide insights into achieving the ultimate payoff by maximising brand equity and brand value.

YOU WILL LEARN HOW TO

Branding is the process by which companies distinguish their product offerings from the competition. A brand is created by developing a distinctive name, package, and design, and by arousing customer expectations about the offering. This course tackles all the competencies needed to build a robust organizational brand and evaluate its performance and perceptions in the marketplace. It also details the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies and the signs that can indicate a troubled branding strategy.

IMPORTANT COURSE INFORMATION

Strategic Axis is a Recognised Centre for The Association of International Product Marketing and Management (AIPMM) – the world’s largest professional organization of product managers, brand managers, product marketing managers and other individuals responsible for guiding their organizations and clients through a constantly changing business landscape. It is the only organization that represents those who manage the entire product life-cycle throughout any industry.

AIPMM endorsement is a badge of recognition for the high-quality marketing training courses offered by Strategic Axis. Upon successfully completing the course and passing the after-course exam, participants will be awarded an AIPMM Certificate in addition to the certificate they receive from Strategic Axis.

COURSE OUTLINE

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

Module 2: 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

Module 3: 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 developing brand positioning and values
  •  Planning and implementing brand marketing programs
  •  Measuring and interpreting brand performance
  •  Growing and sustaining brand equity

Module 4: Brand equity and identity

• Brand equity defined
• Elements of brand equity
  •  Brand loyalty
  •  Brand awareness
  •  Perceived quality
  •  Brand associations
• Designing brand identity
• Aspects of brand identity
• Brand essence

Module 5: Building brand portfolios

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

Module 6: Brand evaluation

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