Certified Brand Manager

Course Info

Length: 1 Week

City: Kuala Lumpur

Type: In Classroom

Available Dates

  • 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

  • Apr-22-2024

    Dubai

  • Apr-22-2024

    Amsterdam

  • Apr-29-2024

    Barcelona

  • Apr-29-2024

    London

  • 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

    Amsterdam

  • June-03-2024

    London

  • June-10-2024

    Istanbul

  • June-17-2024

    Singapore

  • June-17-2024

    Paris

  • June-24-2024

    Barcelona

  • June-24-2024

    Dubai

  • July-01-2024

    Amsterdam

  • July-01-2024

    London

  • July-08-2024

    Istanbul

  • July-15-2024

    Paris

  • July-15-2024

    Singapore

  • July-22-2024

    Amsterdam

  • July-22-2024

    Dubai

  • July-29-2024

    London

  • July-29-2024

    Barcelona

  • Aug-05-2024

    London

  • Aug-05-2024

    Amsterdam

  • Aug-12-2024

    Istanbul

  • Aug-19-2024

    Paris

  • Aug-19-2024

    Singapore

  • Aug-26-2024

    Barcelona

  • Aug-26-2024

    Dubai

  • Sep-02-2024

    Amsterdam

  • Sep-02-2024

    London

  • Sep-09-2024

    Istanbul

  • Sep-16-2024

    Singapore

  • Sep-16-2024

    Paris

  • Sep-23-2024

    Amsterdam

  • Sep-23-2024

    Dubai

  • Sep-30-2024

    Barcelona

  • Sep-30-2024

    London

  • Oct-07-2024

    Amsterdam

  • Oct-07-2024

    London

  • Oct-14-2024

    Istanbul

  • Oct-21-2024

    Paris

  • Oct-21-2024

    Singapore

  • Oct-28-2024

    Dubai

  • Oct-28-2024

    Barcelona

  • Nov-04-2024

    Amsterdam

  • Nov-04-2024

    London

  • Nov-11-2024

    Istanbul

  • Nov-18-2024

    Paris

  • Nov-18-2024

    Singapore

  • Nov-25-2024

    Dubai

  • Nov-25-2024

    Barcelona

  • Dec-02-2024

    Amsterdam

  • Dec-02-2024

    London

  • Dec-09-2024

    Istanbul

  • Dec-16-2024

    Singapore

  • Dec-16-2024

    Paris

  • Dec-23-2024

    Dubai

  • Dec-23-2024

    Amsterdam

  • Dec-30-2024

    London

  • Dec-30-2024

    Barcelona

Course Details

Course Outline

5 days course

Intrdction to brand managmet 
 
  • 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

 

Brand evaluation
 
  • Brand audit defined
  • Brand audit techniques
  • The brand audit questionnaire
  • Reviewing the 'big idea'
  • Evaluating advertising

Course Video