Professional Development

Price includes full board accommodation and course materials.

Level: Advanced

Key issues:

Understanding and using brand equity decisively is the pathway to successful marketing. Use your brand to build competitive advantage by unlocking the intangible value of the brand and converting it into return on investment.

The purpose of this course:

This course will examine best practice in brand management and show you the techniques and skills that can be applied to the specific challenges facing brands.

Who this course is for:

Managers who need to develop their skills in brand management and newly appointed Brand and Product Managers working in both consumer and business markets.

Benefits for your organisation:

Organisations will benefit from the improved leverage provided by their brands. This will be developed by identifying and growing brand equity to provide powerful positioning, communications and growth plans.

Benefits for you as an individual:

The black arts of brand management are revealed providing you with a powerful set of tools for creating persuasive and profitable brand and marketing plans. The course builds confidence as well as skills leaving you better able to manage both the internal and external audiences.

You will learn how to:

• Understand the nature, benefits and anatomy of brands and current best practice
• Carry out a brand audit identifying the key features and benefits of the brand, evaluate the available markets and build competitive advantage into your planning
• Write a copy and positioning strategy
• Determine, evaluate and select growth strategies to drive the brand
• Identify and define the marketing mix priorities in accordance with customer priorities
• Understand promotional tools and align them powerfully with pre-planned objectives
• Use relationship-marketing approaches to attract, win and keep customer’s attention
• Pull the above elements into a profitable brand plan 

Course content:

Brand Equity

• The definition of brand equity
• Terminology and the anatomy of brands
• Dissecting brand identity and image to uncover their value and to identify opportunities for growth

Brand Planning

• Strategies for growth and revitalisation, trends and key issues Basing plans on sound financial modelling
• Auditing the brand, the market and its competitors, exploring channels to market
• Defining positioning and developing a successful brand plan

Marketing Mix Development

• Developing a value curve and identifying key drivers
• Communications planning and evaluation of strategy
• Measurements for success, introducing planning and measurement templates

Pre and post learning support:

You are asked, if possible, to prepare a briefing on a key issue facing your brand, to be worked on during the course.

To take away from the course:

An up-to-the minute text book is provided together with reading lists and website addresses. A systematic review of process and outstanding examples of great brand marketing.

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework