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Strategic Brand Management Course: Success with Product Management

By: Tom Associates  

Lagos State, Nigeria

23 - 25 May, 2018  3 days

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NGN 125,000

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. May 23 - 25 May, 2018

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

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

NGN 125,000.00
(Convert Currency)

Mr Abiodun Toki 08033019120

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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