Preparation Course for Certified Brand Manager
Course Info
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Course Details
Introduction
Objective
Who should attend
Without a positive brand reputation, consumers, buyers, prospects, and even employees may be skeptical or unsure of what your company does and represents.
A Brand Manager is responsible for adapting a brand strategy for a company's target market. As the 'brand guardian', brand managers maintain brand integrity across all company marketing initiatives and communications and may manage a portfolio of products.
The Certified Brand Manager Training course is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands. The course provides tools and knowledge for developing, strengthening, and maintaining a brand or portfolio of brands.
This course is a preparation course, and designed to equip you with the necessary skills and knowledge to prepare for the certification, should you choose to pursue it in the future
Course Outline
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
