Centre for Continuing Education

Brand Management Course: Level 2

Marketing Communications. Connect better with your audience.

Learn Marketing Communications the smart way with Marketing Communications courses at CCE, the University of Sydney.

A winning brand manages to connect with customers and be top of mind at the point of purchase. This requires appropriate brand architecture and market positioning strategies.

In this course, you will advance your skills in managing brands on a personal, organisational and product level. You will also gain an understanding of brand architecture and market positioning strategies that you can apply immediately within your organisation.

The market typically demands more products and services from a successful brand, often leading to brand extension and the creation of sub-brands. Managing the master-brand and the sub-brand is important for the success of organisations because of the rising diversity in consumer preference.

This course builds on the information covered in the course Brand Management Course: Level 1.

Aims

The aim of this course is to improve participants' knowledge of the art and science of brand management. The course focuses on two primary areas of brand management:

  1. Brand Architecture
  2. Market positioning strategies

This approach will enable students to create and manage a brand image, while also formulating strategies in response to market demand. Participants will also learn how to create demand in the market using the above brand strategies.

Outcomes

Upon successful completion of this course, participants should be able to:

  1. Create and apply a brand architecture. This includes defining a brand image; creating a brand persona; applying brand activation techniques.
  2. Create and apply market positioning strategies. This includes applying the principles of Ansoff’s Matrix for market penetration; applying product development techniques (for brand extension); applying market development techniques (creating market demand for your product and brand extension); driving product diversification.

Content

Part 1: Brand Architecture

Revisiting brand management

  • Maintaining and building the story behind the brand, also known as brand image.

Brand Architecture

  • Defining the brand persona.
  • Brand mapping – the master brand and the sub-brands.
  • Encouraging customer upgrades.

Part 2: Market Positioning

Measuring brand health

  • Tracking and understanding where the brand stands in the market and in the customer’s mind.

Identifying your position in the market

Market positioning strategies and brand advocacy

Intended Audience

This course builds on the information covered in the Brand Management Course: Level 1. It is intended to advance the skills set of participants in strategic brand management, on a personal/organisational/product level. It is assumed that participants will have basic knowledge of marketing theories, or at least have worked in a marketing related field.

Delivery Style

This one-day workshop simulates a work-place type of environment which puts participants into teams to apply brand management strategies at each stage of the life cycle.

Materials

Case studies will be sent to participants prior to the workshop.

Features

  • Expert trainers
  • Central locations
  • Small class sizes
  • Free, expert advice
  • Student materials – yours to keep
  • Statement of completion
Brand Management Course: Level 2

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