Centre for Continuing Education

Brand Management Course: Level 2

Marketing Communications. Connect better with your audience.

COVID-19 update: arrangement of our courses

We are now delivering courses online and in-person. Please check the delivery format of each class before enrolling.

Please note that course materials (excluding prescribed texts) are shared electronically within 48 hours of course commencement. Printing is not available.

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 Brand Management: Level 1 course.


This course aims to improve your 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 you to create and manage a brand image and formulate strategies in response to market demand. You will also learn how to create demand in the market using the above brand strategies.


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

  • create and apply a brand architecture by: defining a brand image; creating a brand persona; applying brand activation techniques
  • create and apply market positioning strategies including: 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.


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: Level 1 course. It is intended to advance your skill set in strategic brand management on a personal/organisational/product level.


You should have a basic knowledge of marketing theories or have worked in a marketing-related field.

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.


Case studies will be provided before class.


  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

What others say.

  • A very well run course. I got a lot of information I can take back into my workplace.
  • IT was a small group and the tutor was very knowledgable and engaging, and promoted interaction with everyone - very inclusive.
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