Brand and Product Strategy

Course Info

Date: Oct-07-2024

Length: 1 Week

City: London

Fees: 4,310

Type: In Classroom

the date is no longer available,
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Available Dates

  • Nov-04-2024

    London

  • Dec-02-2024

    London

  • Dec-30-2024

    London

  • Jan-27-2025

    London

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    London

  • Mar-24-2025

    London

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    London

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    London

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    London

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    London

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    London

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  • Dec-29-2025

    London

Dates in Other Venues

  • Oct-14-2024

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  • Dec-30-2024

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  • July-14-2025

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  • July-21-2025

    Singapore

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  • Sep-15-2025

    Paris

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    Singapore

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    Amsterdam

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    Barcelona

  • Sep-29-2025

    Dubai

  • Oct-06-2025

    Barcelona

  • Oct-06-2025

    Dubai

  • Oct-13-2025

    Kuala Lumpur

  • Oct-13-2025

    Istanbul

  • Oct-20-2025

    Singapore

  • Oct-20-2025

    Paris

  • Oct-27-2025

    Amsterdam

  • Nov-03-2025

    Dubai

  • Nov-03-2025

    Barcelona

  • Nov-10-2025

    Istanbul

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    Kuala Lumpur

  • Nov-17-2025

    Singapore

  • Nov-17-2025

    Paris

  • Nov-24-2025

    Amsterdam

  • Dec-01-2025

    Dubai

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    Barcelona

  • Dec-08-2025

    Kuala Lumpur

  • Dec-08-2025

    Istanbul

  • Dec-15-2025

    Singapore

  • Dec-15-2025

    Paris

  • Dec-22-2025

    Amsterdam

  • Dec-29-2025

    Dubai

  • Dec-29-2025

    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