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Strategic Brand Management Course: Success with Product Management

By: Tom Associates Training  

Lagos State, Nigeria

10 - 13 Dec, 2019  4 days

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NGN 150,000

Venue: 5/7 Alade Lawal Street, Opposite Divisional Police Station, Off Ikorodu Road, Anthony Village, Lagos.

This course Strategic Brand Management Course Success with Product Management 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 Content

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
  • 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 Two

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: 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 Three

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 propositions
  • 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.
  • Brand Marketing
5/7 Alade Lawal Street, Opposite Divisional Police Station, Off Ikorodu Road, Anthony Village, Lagos. Dec 10 - 13 Dec, 2019

Registration: 09:00:am - 04:00:am

NGN 150,000.00(VAT Inclusive)
(Convert Currency)

MR ABIODUN TOKI 08033019120

3 – 4 Candidates: 5% 5 or more Candidates: 10%.
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