Brand Management

Marketing & Sales

Objectives:

- 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

Outline:

Module 1: Definitions and anatomy of brands
Module 2: Brand planning models
Module 3: The strategic brand management process
Module 4: Brand equity and identity
Module 5: Building brand portfolios
Module 6: Brand evaluation

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