Marketing and Brand Management Training

Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with customers and allow the marketing organisation to build and maintain a loyal and profitable customer base.

Core Training Objectives

• To increase understanding of the important issues in planning and evaluating product and brand strategies.
• To provide “real world” experience and understanding of product and branding strategies.
• To provide learning on how to position company’s products and services to win new businesses and increase customer patronage. 

Competencies Addressed in this training are as follows:

 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
• Create a solid brand image
• Learn how to improve brand visibility

Content

Highlights

• Strategic Brand Planning
• Branding Process
• Brands and brand management
• Customer based branding equity
• Designing marketing campaigns to build brand equity
• Designing and implementing branding strategies
• Introducing and naming new products and brand extensions
• Brand Marketing

Day One

• What a Brand is
• Brands and Products – the Total Product Concept

• The core product 
• The expected product 
• The augmented product 
• The potential - Brand Perception

• Why are Some Brands Regularly More Successful than Others?

• What strong brands have in common
• Elements of a brand identity
• What makes a brand great

• The First Principle: Your CEO's Challenges
• Your Own P and L Challenges
• Positioning Your Brand

• Positioning the brand for the Head
• Positioning the brand for the Heart

Day Two

• Finding and choosing the right market segment(s) to serve
• Brands Pricing Power Matrix
• Take Advantage of Every Opportunity
• Deciding Brand Activities
• The Three Battle Areas for Brand Leadership
• Market Battle Decisions
• Brand Strategy Canvas
• Brand Managers Responsibilities

• Sales revenue responsibilities
• Marketing budgets
• Profit responsibilities.

Day Three

• A Compendium of Branding Terminologies

• Brand Essence
• Brand Planning
• Brand Architecture
• Brand Positioning
• Brand Domain
• Brand Value
• Brand Personality
• Brand Assets 

• Strategic Brand Planning

• Branding Process

• The Seven Steps of a Brand Plan

• External analysis
• Internal analysis
• SWOT analysis
• Brand strategy
• Operational plan
• Budget
• Evaluation

Day Four

• The 5-Forces Model for Brand Managers

• Comparative prominence of rival brands
• Competence of rival companies
• Bargaining power of customers: channels and consumers
• 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 
  • 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 Five

• 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
  • Brand Profitability.

Day Six

Brand Marketing

• Communications Mix

• Detailing and selling
• Merchandising
• Advertising
• Projects and promotions
• Direct marketing
• PR and publicity
• Sponsorships
• Exhibitions
• POS/merchandising

• Total Marketing Communications
  • Advertising - Tv, radio, out-of-home, press
  • Working with creative, media and production agencies
  • Activation techniques
  • Consumer Sales Promo
  • Trade Promo
  • The Digital Marketing Platform
  • Sensitivity analysis of brand promotional expenses.