ISM Endorsed Certified Brand Manager
5 DaysISM Endorsed Certified Brand Manager - Virtual Learning
Course Methodology
The course involves a variety of case studies and exercises to develop the right skills needed to become a successful branding professional. Group presentations and self-assessment tools will also be used for the same purpose.
Course Objectives
By the end of the course, participants will be able to:
- Define brands and understand the opportunities and challenges facing them in highly competitive business landscapes
- Plan and craft a powerful brand positioning statement that reflects the brand's promise and the expectations of their most valued customers
- Build a strategic brand and track its growth and sustainability using researched processes
- Explore the elements of brand equity and the constituents of brand identity to build consistent and sustainable brands
- Identify various brand strategies to come up with sound actions aligned with the status of existing and new markets and products
- Master the process for conducting a full brand audit to evaluate brand performance and take remedial actions
Target Audience
This course is targeted at managers and marketing personnel who wish to learn how to interpret the potential effects of various brand strategies and tactics and assess the value of any type of brand. This course is also ideal for marketing professionals who would like to strengthen, develop and enhance their strategic marketing skills and obtain the highest Return On Investment (ROI) from managing their organization’s brand.
Target Competencies
- Creating brand report cards
- Brand management
- Creating brand value
- Crafting brand identity
- Designing brand equity elements
- Conducting brand audits
- Developing brand strategies
Course Outline
- Definitions and anatomy of brands
- 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
- The brand management process: a useful model
- 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
- Successful and unsuccessful brand extensions
- Brand evaluation
- Brand audit defined
- Brand audit techniques
- The brand audit questionnaire
- Reviewing the 'big idea'
- Evaluating advertising
Mawred Certificate
Mawred Certificate courses by Al mawred Training & Consulting are designed for those willing to challenge themselves and go the extra distance...
Whats Makes EuroDXB Institute Courses Unique?
EuroDXB Institute is your gateway to professional growth, with over 20 years of experience turning potential into success. Each year, we deliver over 1,000 courses in 50+ countries, earning a stellar 98% satisfaction rate. Trusted by global giants like BP, the United Nations, and HSBC, we partner with top certification bodies to provide career-focused training that empowers individuals and drives organizational breakthroughs. Our mission? To transform the way professionals learn and grow in today’s fast-changing industries. Through expert insights, cutting-edge methods, and hands-on approaches, we equip you with the skills and confidence to tackle challenges, seize opportunities, and thrive in your career.
Led by a passionate leadership team and supported by a network of world-class trainers, EuroDXB Institute connects professionals worldwide with life-changing opportunities. We are committed to excellence, ensuring every participant leaves with the tools, expertise, and confidence to conquer an ever-evolving world.
Virtual Schedule
Classroom Schedule
We can customize this training course for you!
At Al Mawred, we offer customizable courses designed to fit your specific needs. Whether it's refining technical practices or enhancing leadership and management skills, we tailor our programs to meet your unique goals and challenges. Let us create a training solution that delivers real results for your team.
Request for In-House TrainingReady to advance your career?
Join thousands of professionals who have already enhanced their skills with EuroDXB Institute.
Register for this course