Brand and Product Strategy

Course Info

Length: 1 Week

Type: In Classroom

Available Dates

Venue

  • Jan-30-2023

    Istanbul

  • Feb-06-2023

    London

  • Feb-13-2023

    Dubai

  • Feb-13-2023

    Zurich

  • Feb-20-2023

    Istanbul

  • Feb-20-2023

    Madrid

  • Mar-06-2023

    Paris

  • Mar-06-2023

    Singapore

  • Mar-06-2023

    London

  • Mar-13-2023

    Dubai

  • Mar-13-2023

    Amsterdam

  • Mar-20-2023

    Istanbul

  • Apr-03-2023

    London

  • Apr-10-2023

    Zurich

  • Apr-10-2023

    Dubai

  • Apr-17-2023

    Madrid

  • Apr-17-2023

    Istanbul

  • May-08-2023

    Singapore

  • May-08-2023

    Paris

  • May-08-2023

    London

  • May-15-2023

    Dubai

  • May-15-2023

    Amsterdam

  • May-22-2023

    Istanbul

  • June-05-2023

    London

  • June-12-2023

    Zurich

  • June-12-2023

    Dubai

  • June-19-2023

    Madrid

  • June-19-2023

    Istanbul

  • July-03-2023

    London

  • July-03-2023

    Singapore

  • July-03-2023

    Paris

  • July-10-2023

    Amsterdam

  • July-10-2023

    Dubai

  • July-17-2023

    Istanbul

  • Aug-07-2023

    London

  • Aug-14-2023

    Zurich

  • Aug-14-2023

    Dubai

  • Aug-21-2023

    Madrid

  • Aug-21-2023

    Istanbul

  • Sep-04-2023

    Paris

  • Sep-04-2023

    London

  • Sep-04-2023

    Singapore

  • Sep-11-2023

    Dubai

  • Sep-11-2023

    Amsterdam

  • Sep-18-2023

    Istanbul

  • Oct-09-2023

    London

  • Oct-16-2023

    Zurich

  • Oct-16-2023

    Dubai

  • Oct-23-2023

    Madrid

  • Oct-23-2023

    Istanbul

  • Nov-06-2023

    London

  • Nov-06-2023

    Singapore

  • Nov-06-2023

    Paris

  • Nov-13-2023

    Amsterdam

  • Nov-13-2023

    Dubai

  • Nov-20-2023

    Istanbul

  • Dec-04-2023

    London

  • Dec-11-2023

    Zurich

  • Dec-11-2023

    Dubai

  • Dec-18-2023

    Istanbul

  • Dec-18-2023

    Madrid

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