Certified Brand Manager
Course Overview
Branding is essential in today’s business landscape. You cannot read a newspaper, magazine, or blog these days without coming across some reference to ‘Branding’. Branding has indeed become a universal benchmark for something noteworthy or successful. This recognition is certainly warranted. Research from McKinsey & Company supports the importance of good branding, finding that companies with strong brands achieve returns 1.9 times higher than their industry average. Elevate your understanding of branding including brand value, brand equity, brand positioning and management with our comprehensive brand manager course in Dubai & UAE.
Everyone seems to want to enhance their ‘brand’, do more ‘branding’, or simply ‘re-brand’ these days. However, these terms are usually misused because managers don’t really understand the basic concept of ‘branding’. As a result, they miss the real opportunity to distinguish their product or corporate brand. Through our Certified Brand Manager course, gain insights into effective brand management strategy, cultivating brand equity, strategic brand marketing, precise brand positioning, and adept brand management.
Moreover, in today’s highly competitive marketplace, brand equity is critical to ensure competitive advantage, growth and profitability in companies large and small.
Goal of Course:
In this certified brand manager course, the primary objective of this training is learning how to develop, maintain and grow your company’s brand equity. The participants will learn the most up-to-date tools to build and manage a strong brand by brand management and marketing especially in the era of digital marketing and social media.
L2S Certified Brand Manager Course is designed to help you learn at your own pace, It will include:
- Quick questions to help you check your understanding as you progress
- Discussion forum questions to get you thinking about the main themes
- A multiple-choice quiz so you can test your knowledge at the end of the course
Duration:
3 Days
Language:
English
Training Objectives
By the end of this training, the participant will learn:
- Learn what a brand is and how branding works
- Understand roles and responsibilities of a brand manager
- Understand Brand importance
- Understand what brand equity is
- Learn how brand equity is built, measured, and managed
- Describe the attributes of a strong brand
- Master the process of brand management
- Learn how to develop your brand equity
- Practice the positioning your brand
- Create value to your brand
- Measure your brand performance
- Design a branding strategy
- Understand the relationship between Social media and brand management
- Learn social media brand management strategy
- Manage brands over Time
- Learn how to developing and maintaining the Brand
- Understand how to manage a damaged brand and learn key repairment strategies
Day 1
Brands and brand management
Roles and responsibilities of brand Management
Theory of Coolness
Brand Cultures: Brand is the culture of the product.
Brand Stories: Four Authors
- Companies
- Popular Culture
- Influencers and Customers and brand relationship
Brands and Competitive Advantage
- Psychological research: Why are brands durable?
- Sociological research: Why are brands durable?
Four Components of Brand Value
- Identify goals that branding can address
- Map the existing brand culture
- Analyze competition and branding to identify branding opportunities
- Design the strategy
Implementation: Engineering the brand
Evaluating the brand: How do managers know if their brand strategies are working?
Corporate Brand as Social Contract
Day 2
Brand Positioning Process:
- For whom: The target audience and needs
- Against whom: The competition, and how it is different
- What: The basic brand promise or main benefit for the target audience
- Why: The reasons why the benefit is relevant and credible
What is Branding Really About?
- Brand
- Brand Identity
- Brand Image
- Brand Essence
- Brand Character (or Personality)
- Brand Reputation
- Brand Culture
- Brand Positioning
- Brand Equity
Branding and Marketing
Branding and Positioning
Product Positioning Versus Brand Positioning
Common Threads for Smart Branding
- Name
- A market Opportunity
- Relevant appeal
- Different
- Aspirational
Why is Branding So Critical Today?
- Advertising
- Competition
- Product Distinction
- Regulations
- Credibility
Positioning Statement: A simple tool, but a must for branding
- Target Customers and Needs
- Competitive Framework
- Benefit or Promise
- Reasons why or Reason to Believe (RTB)
- The Brand Essence – Its Personality
- Brand Archetypes
The Brand Pyramid
The Emotional Side for Branding
- Emotions and Behavior
- The old brain (Reptilian)
- The Mid Brain (Limbic System)
- The new brain (Neocortex)
- Seeking Consumer Insights
Brand Equity: What is exactly brand equity? How to measure Brand Equity?
- Global Branding
- Global Efficiencies from economies of scale
- Flexibility and local responsiveness
- Worldwide learning and innovation
Day 3
Criteria for Powerful Brands
Market Research for Brand Development – The Basics
- Primary Research
- Secondary (Desktop) research
- Focus Group for Brand Research
Innovation and Idea Generation for Brand Building
- Product Innovation Vs. Commercial Innovation
- Five Successful Steps for Ideation
- Know your problems and possible opportunities
- Preparation with Creativity – the Most Vital Phase
- Getting the right mix of people
- The ideation session
- Implementation: Making it happen
Brand Names, Logos, Symbols, and taglines
Strategic Positioning for Powerful Brands
The Brand Essence – Its Personality
Branding Today: Branding for Digital Marketing and Social Media
- Transformative Shifts in the marketplace, consumer tastes and media
- How the internet has changed the way consumers buy
- The rise of content marketing
- Importance of integrated marketing
How the role of marketing is changing in Corporations
- Impact on Branding
Managing A Damaged brand – Repairmen Strategies
- Marketing and Brand Strategy
- Social Media
- Consistent Messages
- Promise and Delivery
- Quality Content
Five Issues to Determine Whether/How to Market your Brand in Social Media
- Target Customer
- Point of Difference
- Brand Personality
- Relevant Message
- Defining Success
Customized Learning
Leap To Success is offering a variety of learning options to meet current realities and can be adapted to suit your business needs. These options include variants of online, blended and on-site course formats.
Face To Face Learning
Enabling you to have a face to face interactive and engaging learning experiences led by renowned industry experts and thought leaders with extensive practical experience who will employ a variety of interactive learning techniques, including short high-impact videos, case studies, assessments, role plays, in addition to on-going support.
Virtual Learning Labs
Interactive online learning held in real-time using Zoom and are led by international subject matter experts who incorporate case studies, breakout rooms, guided practice, simulations and discussions to maximise your learning experience.
General Methodology
Similar to any L2S training program, this program offers an interactive learning experience in which will allow the delegates to reflect on their learning through an informative, indulging, and fun classroom experience. The design of the training session focuses on the following attributes.
- Concrete Experience: The delegates will learn by doing
- Reflective Observation: Reflecting on the newly experienced skill-set
- Abstract Conceptualization: Developing deeper understanding to the learned concepts
- Active Experimentation: providing the delegates with realistic tools that can be tested in the real life
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