Nigerian Seminars and Trainings

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

business logo

Marketing and Brand Management Training

By: LCL Coaches Consultants  

Lagos State, Nigeria

06 - 11 Dec, 2021  6 days

Follow Event   

  

NGN 185,000

Venue: Lagos

Other Dates

Venue Date Fee  
Lagos, Lagos State, Nigeria 05 - 11 Sep, 2021 NGN185000
Lagos, Lagos State, Nigeria 21 - 26 Mar, 2022 NGN185000
Lagos, Lagos State, Nigeria 20 - 25 Jun, 2022 NGN185000
Lagos, Lagos State, Nigeria 19 - 24 Sep, 2022 NGN185000

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.
Lagos Dec 06 - 11 Dec, 2021
Lagos, Lagos State, Nigeria 05 - 11 Sep, 2021
Lagos, Lagos State, Nigeria 21 - 26 Mar, 2022
Lagos, Lagos State, Nigeria 20 - 25 Jun, 2022
Lagos, Lagos State, Nigeria 19 - 24 Sep, 2022
NGN 185,000.00(Group Discount Available)
(Convert Currency)

Sina Lajorin 08033241313, 09026713101

Group discount apply
Sina Lajorin

Related Courses

Strategic Business Acumen: How to Recognize, Capture and Convert Business Opportunities Training Strategic Business Acumen: How to Recognize, Capture and Convert Business Opportunities Training

5 days, 17 - 21 Jan, 2022 

2022-01-17 12:01:00 2022-01-17 12:01:00
Lagos State, Nigeria

LCL Coaches Consultants

Two-thirds of corporate executives believe a lack of business skills or business acumen inhibits their company from meeting strategic priorities. It was established that most strategic plans fail to ...

Packaging and Monetising What You Know: My Non-Monetary Capital; My Wealth Course Packaging and Monetising What You Know: My Non-Monetary Capital; My Wealth Course
On going

2 month, 23 days, 18 Oct - 10 Dec, 2021 

2021-10-18 12:10:00 2021-10-18 12:10:00
Lagos State, Nigeria

LCL Coaches Consultants

This program is delivered in forty-Seven (47) Two (2) - Hour Coaching and Training sessions. Designed for Professionals, Retired, About to Retire and Employee who want to set up side businesses. ...

ISO 37001 Anti-Bribery Foundation Training ISO 37001 Anti-Bribery Foundation Training

2 day, 16 - 17 Dec, 2021 

2021-12-16 12:12:00 2021-12-16 12:12:00
Lagos State, Nigeria

LCL Coaches Consultants

ISO 37001 Foundation training enables you to learn the basic elements to implement and manage an Anti-bribery Management System (ABMS) as specified in ISO 37001. During this training course, you will ...

ISO 22317 Business Impact Analysis Introduction Training ISO 22317 Business Impact Analysis Introduction Training

, 09 - 09 Dec, 2021 

2021-12-09 12:12:00 2021-12-09 12:12:00
State, Nigeria

LCL Coaches Consultants

The ISO/TS 22317 Introduction training course enables you to comprehend fundamental concepts of Business Impact Analysis (BIA). During this training course, you will understand the importance of a ...