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Overview

Planning, building and applying the brand to meet both existing and emerging customer needs and wants is an essential marketing skill in today’s competitive and commoditised market. This course will examine best practice in brand management and provide complete understanding around how applying the brand’s equity, together with robust brand and customer insight planning unlocks effective marketing and competitive edge. 

Who should attend?

Suitable for managers looking to progress or develop their skills in brand management. Brand managers and assistant brand managers in consumer goods markets and managers with responsibility for product or service based brands – including business markets will all benefit. Course content is appropriate to both consumer and business markets with appropriate case studies used dependent on the group.

Learning outcomes

  • Understand laddering of benefits and anatomy of brands.
  • Undertake a robust brand audit and apply to strategy.
  • Explain and manage brand architecture within a portfolio using key tools.
  • Construct powerful positioning strategy.
  • Alignment of customer, brand and business objectives.
  • Components of an effective brand plan document.
  • Alignment of brand and customer strategies through a  well planned marketing mix.
  • Use measurements that demonstrate success and health of your brand and support the business case.

Pricing

Residential: £1,250
Non-Residential: £1,160
Member Residential: £1,125
Member Non-Residential: £1,044
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
05 Feb 2018 06 Feb 2018 London
07 Jun 2018 08 Jun 2018 Moor Hall
16 Oct 2018 17 Oct 2018 London

Course Director

Vanessa Moon

Vanessa Moon’s experience in marketing and brand stretches over 18 years. She is a highly experienced international trainer and consultant having worked with a host of leading fmcg, retail and financial service brands. She is consistently recognised as engaging and inspiring  - with the knack of simplifying training tools and templates in ways that make them relevant and easy to implement for the business.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.

Enquire

Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.