Brand Management Course: Level 1

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Learn the art of brand management at the introductory level.

A winning brand manages to be top of a customer’s mind. To achieve this, managing a brand requires a combination of creativity and marketing science. This course is designed for anyone wanting to learn the art of brand management at the introductory level. This course provides a solid foundation in understanding brand management, especially for those contemplating a career in marketing and public relations. You will learn about managing brands on a personal, organisational and product level.

The art of managing a brand is knowing its status in the product life cycle, which enables you to apply the relevant strategies to maintain its market position. By examining the brand in the product life cycle, you will be able to judge if the brand requires activation (at the beginning stage), repositioning or extension (at maturity level) or re-branding (to save the product or enter a new market).

Aims

The aim of this course is to enable you to identify and execute fundamental strategies in brand management by identifying brand status in conjunction with the product life cycle. This approach will allow you to apply appropriate techniques to track brand health and ensure your organisation meets its objectives.

Outcomes

By the end of this course, you should be able to:

• evaluate brand status through the lens of the product life cycle
• evaluate and manage a personal brand, organisational brand and product brand
• apply techniques for measuring and tracking brand health
• identify appropriate strategies to manage a brand depending on its status in the product life cycle. This includes brand building strategies, brand diversification and brand architecture.

Content

• What is brand management?
  • Maintaining the story behind the brand
  • Building the story of the brand
  • Monitoring the brand position in the customers mind
  • Brand on a personal, organisational and product level)

• Measuring brand health – tracking and understanding where the brand stands in the market and in the customer’s mind
• Managing the brand through the product life cycle
• The brand at the beginning of the product life cycle – when the product and the brand is completely new to the market
• The brand when the product is at its growth stage
• The brand at the maturity stage of the product – considering brand and product extension
• When bad things happen to brands – the need to re-brand, re-position the brand, enter a new market

Intended audience

Tis introductory course is designed for those intending to understand and learn brand management theories and practice at the introductory level.

Prerequisites

It would be useful to have some understanding about branding. You are encouraged to complete this course prior to attending Brand Management: Level 2.

Delivery style

This one-day workshop simulates a work-place type of environment by putting you into a team to apply brand management strategies at each stage of the life cycle.

Materials

Case studies will be provided before class.