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Course Overview To provide a systematic review and renewal of best practice in brand management revealing new insights into how the brand strategy and budgets can deliver significantly better value for money. Audience Senior Management, Senior Brand Managers Skills Gained Your organisation will benefit from your strategic systematic review of process, to develop outstanding examples of great brand marketing, stimulating new thinking and ideas. You will be able to re-energise and renew your organisation's brand management process. - Brand Equity
- Defining and developing financial and marketing brand equity
- Revisiting the strategic process including research methods and issues
- Market Dynamics
- Trends and key issues, market definition plus segmentation best practice
- The Brand Planning Process
- Dissecting brand identity and image to uncover competitive advantage and identify new opportunities for growth
- Competitive Positioning
- Getting close to customers and competitors, exploring the best techniques, using and evaluating positioning tools
- Growth Planning Models
- Building winning strategies based on sound financial modelling
- Resource Allocation and portfolio management
- Structural and gap analysis and using matrices
- Brand extension and international issues
Course Outline - Form a best practice approach to country/market reviews identifying key issues, trends and impact on the brand portfolio
- Review the brand management process identifying key success factors and criteria
- Develop and implement a preferred approach to the management of the brand portfolio using brand/product matrices to identify and evaluate gaps and extension opportunities
- Carry out a detailed review of best practice in brand positioning
- Manage and measure resource allocation in line with value curve approaches to managing the mix strategy
- Measure results and use the data to further align the strategy for maximum results
How to make a booking for the 0515 course
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