Nigerian Seminars and Trainings

Search all upcoming seminars, conferences, short management courses and training in Nigeria and around the World

business logo

Strategic Brand Management Course: Success with Product Management

By: Tom Associates  

Lagos State, Nigeria

23 - 25 May, 2018  3 days

Follow Event


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.
Related Courses
A Manager’s Personal Effectiveness Course A Manager’s Personal Effectiveness Course

3 days, 15 - 17 Aug, 2018 

2018-08-15 12:08:00
Lagos State, Nigeria

Tom Associates

This course is about what managers can do specifically to improve their individual effectiveness and enhance productivity for the organization. The programme contents have been developed around seven ...

The Techniques of Consultative Selling Training The Techniques of Consultative Selling Training

3 days, 01 - 03 Aug, 2018 

2018-08-01 12:08:00
Lagos State, Nigeria

Tom Associates

This training is to make salespersons psychologically ready, supported by the skills-set, to deliver impeccable customer relationship that result in volume sales and increased bottom line. These they ...

Powerful Leadership Communication and Influence Management Course Powerful Leadership Communication and Influence Management Course

5 days, 13 - 17 Aug, 2018 

2018-08-13 12:08:00
State, Nigeria

Tom Associates

Powerful communication is the key to effective leadership. This is a five-day practical ways for workplace communication in a variety of ways that senior officials should master if they plan to ...

Building Trust and Inspiring Followers Course - Small Behaviours that Create Positive Change Building Trust and Inspiring Followers Course - Small Behaviours that Create Positive Change

3 days, 29 - 31 Oct, 2018 

2018-10-29 12:10:00
Lagos State, Nigeria

Tom Associates

This course is relevant mostly when the leadership faces among the followers problems of: change resistance lower morale lack of real effort. Then it's the time the leader must tap into the ...