Brand and Product Strategy

Course Info

Length: 1 Week

City: Kuala Lumpur

Type: In Classroom

Available Dates

  • Mar-11-2024

    Kuala Lumpur

  • Apr-08-2024

    Kuala Lumpur

  • May-13-2024

    Kuala Lumpur

  • June-10-2024

    Kuala Lumpur

  • July-08-2024

    Kuala Lumpur

  • Aug-12-2024

    Kuala Lumpur

  • Sep-09-2024

    Kuala Lumpur

  • Oct-14-2024

    Kuala Lumpur

  • Nov-11-2024

    Kuala Lumpur

  • Dec-09-2024

    Kuala Lumpur

Dates in Other Venues

  • Feb-26-2024

    Dubai

  • Feb-26-2024

    Barcelona

  • Mar-04-2024

    London

  • Mar-04-2024

    Amsterdam

  • Mar-11-2024

    Istanbul

  • Mar-18-2024

    Singapore

  • Mar-18-2024

    Paris

  • Mar-25-2024

    Barcelona

  • Mar-25-2024

    Dubai

  • Apr-01-2024

    Amsterdam

  • Apr-01-2024

    London

  • Apr-08-2024

    Istanbul

  • Apr-15-2024

    Singapore

  • Apr-15-2024

    Paris

  • Apr-22-2024

    Dubai

  • Apr-29-2024

    Barcelona

  • May-06-2024

    Amsterdam

  • May-06-2024

    London

  • May-13-2024

    Istanbul

  • May-20-2024

    Paris

  • May-20-2024

    Singapore

  • May-27-2024

    Barcelona

  • May-27-2024

    Dubai

  • June-03-2024

    London

  • June-03-2024

    Amsterdam

  • June-10-2024

    Istanbul

  • June-17-2024

    Paris

  • June-17-2024

    Singapore

  • June-24-2024

    Dubai

  • June-24-2024

    Barcelona

  • July-01-2024

    Amsterdam

  • July-01-2024

    London

  • July-08-2024

    Istanbul

  • July-15-2024

    Singapore

  • July-15-2024

    Paris

  • July-22-2024

    Dubai

  • July-29-2024

    Barcelona

  • Aug-05-2024

    London

  • Aug-05-2024

    Amsterdam

  • Aug-12-2024

    Istanbul

  • Aug-19-2024

    Singapore

  • Aug-19-2024

    Paris

  • Aug-26-2024

    Dubai

  • Aug-26-2024

    Barcelona

  • Sep-02-2024

    Amsterdam

  • Sep-02-2024

    London

  • Sep-09-2024

    Istanbul

  • Sep-16-2024

    Singapore

  • Sep-16-2024

    Paris

  • Sep-23-2024

    Dubai

  • Sep-30-2024

    Barcelona

  • Oct-07-2024

    Amsterdam

  • Oct-07-2024

    London

  • Oct-14-2024

    Istanbul

  • Oct-21-2024

    Singapore

  • Oct-21-2024

    Paris

  • Oct-28-2024

    Dubai

  • Oct-28-2024

    Barcelona

  • Nov-04-2024

    London

  • Nov-04-2024

    Amsterdam

  • Nov-11-2024

    Istanbul

  • Nov-18-2024

    Paris

  • Nov-18-2024

    Singapore

  • Nov-25-2024

    Barcelona

  • Nov-25-2024

    Dubai

  • Dec-02-2024

    London

  • Dec-02-2024

    Amsterdam

  • Dec-09-2024

    Istanbul

  • Dec-16-2024

    Paris

  • Dec-16-2024

    Singapore

  • Dec-23-2024

    Dubai

  • Dec-30-2024

    Barcelona

Course Details

Course Outline

5 days course

 

Introduction and Product Portfolio Architecture Design
 
  • List criteria for determining a branding option in a company’s brand architecture

  • Describe appropriate use cases for various types of brand naming options

  • Recognise effective brand architecture design

  • Create an architecture so that all product offerings work together and create a synergistic effect

 

 Product Promotions
 
  • Explain how product promotions work

  • Describe the effects of price promotions for fast moving consumer goods (FMCG) on retailers and manufacturers

  • Articulate how mobile promotions can be used by product managers

  • Differentiate brand promotions and product promotions

 

 Product Leveraging Strategies: Achieving Optimal Product Extension and Feedback Effects
 
  • List the advantages and disadvantages of leveraging, including feedback effects and extension effects

  • Articulate the strategic value of feedback effects and extension effects

  • Differentiate between product extension strategies and brand extension strategies

  • Explain when the different extension strategies should be used

 
 Managing Product Positioning and Business Identity
 
  • Identify need profiles of potential target markets

  • Explain the importance of a business identity in branding strategy

  • Differentiate between a business identity and a business tagline

  • Describe how to implement the business identity through marketing actions (3 Es)

 

Product Sentiment Analysis
 
  • Explain why sentiment analysis or opinion mining is useful and how product managers can benefit from it

  • Describe the role of sentiment analysis in making product management decisions

  • Identify the key steps in the sentiment analysis process

  • Apply a text mining algorithm to real-world text data and gain insights into the emotional content of product reviews

Course Video