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Strategic Brand Management Course: Success with Product Management

By: Tom Associates  

Lagos State, Nigeria

13 - 15 Dec, 2017  3 days

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NGN 115,500

This course delivers five broad competencies:

  • Ability to develop marketing strategy to guide the plan for different brands in the company.
  • Ability to manage the performance of the company’s brands.
  • Ability to communicate and promote the brands successfully to the different customer segments.
  • Ability to monitor the profitability of each product category.
  • Ability to identify new market needs which brand innovation can meet.

Course Contents

Day One

  • Introductory Definitions
  • What a Brand is
  • Brands and Products - the Total Product Concept
  • The core product
  • The expected product
  • The augmented product
  • The potential - Brand Perception
  • The Importance of Brands
  • What strong brands have in common
  • Elements of a brand identity
  • What makes a brand great
  • The Benefits of Brands
  • A Compendium of Branding Terminologies
  • Brand Essence
  • Brand Planning
  • Brand Architecture
  • Brand Positioning
  • Brand Domain
  • Brand Value
  • Brand Personality
  • Brand Assets
  • Strategic Brand Planning
  • The 5-Forces Model for Brand Managers
  • Comparative prominence of rival brands
  • Competence of rival companies
  • Bargaining power of customers
  • Substitute products
  • Threat of other brands share of pocket.
  • The Battle for Market Leadership
  • Mind share
  • Market share
  • Segment thinking - the STP model
  • Innovativeness.
  • Product Managers Planning Focus
  • Finding and choosing the right market segment(s) to serve
  • Making each product become a stronger brand
  • Differentiating the brand from what competing brands offer
  • Making one’s brands special for each different customer and consumer categories
  • Keeping the customers loyal for a long period
  • Reducing the cost of getting new customers
  • Measuring the payback from advertising, sales promotion, and public relations.

Day Two

  • Branding Process
  • The Seven Steps of a Brand Plan
  • External analysis                                
  • Internal analysis
  • SWOT analysis
  • Brand strategy
  • Operational plan
  • Budget
  • Evaluation
  • Brand Building Blocks
  • The value proposition
  • The relationship management
  • The mental imagery - emotional perception.
  • Rules of Competition and Market Strategy
  • Sequence and time of actions
  • Committing resources
  • Seizing the initiative
  • Out-performing competition.

Day Three

  • Brand Marketing
  • Communications Mix
  • Detailing and selling
  • Merchandising
  • Advertising
  • Projects and promotions
  • Direct marketing
  • PR and publicity
  • Sponsorships
  • Exhibitions
  • POS/merchandising
  • Working with Communication Agencies
  • Why are agencies hired?
  • Ideal communication partners
  • Client/agency partnership
  • The favorite client
  • Tips on enhancing client/agency effectiveness
  • Building trust.
  • Working with Sales
  • The Reps work habits
  • The Reps’ motivation
  • Standards of brand knowledge
  • Keying-in visit on brand management into territories timetable 
  • Debriefing the Reps.
  • Brand Profitability
  • Sensitivity analysis of brand promotional expenses
5/7 Alade Lawal Street, Opposite Divisional Police Station, Off Ikorodu Road, Anthony, Lagos. Registration: 8.30 - 9.00 a.m. Class Session: 9.00 - 4.00 p.m. Dec 13 - 15 Dec, 2017

Registration: 08:30:am - 09:00:am

Class Session: 09:00:am - 04:00:am

NGN 115,500.00(Including VAT)
(Convert Currency)


Discount of 5% to 3-4 participants from same organization. Discount of 10% to 5 or more participants from same organization.
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