Marketing Skills: Brand Marketing

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Course Overview

To examine best practice in brand management, practicing the skills and techniques that can be applied to the specific challenges facing your brand's.

Audience

Managers who need to develop their skills in brand management, newly appointed brand and product managers will also benefit from this course.

Skills Gained

Being passionate about brands leaks through in brand communications. The course aims to renew and reinforce this key driver of performance whilst always remaining in the real world where results are measured pragmatically.

We provide a systematic review of the process, and outstanding examples of current brand marketing to stimulate new thinking and ideas. You will complete a wide ranging review of current practice, providing numerous opportunities to network and share ideas. There will be the opportunity to address and revise your skills across the brand spectrum.

Course Outline

• Understand the nature, benefits and anatomy of brands and current best practice
• Carry out a brand and category audit - identify the key features and benefits of the brand, evaluate the available markets and derive a competitive advantage and trade strategy
• Develop a plan from the audit that will deliver competitive advantage
• Write a positioning statement and brand profile strategy
• Determine, evaluate and select growth strategies to drive the brand
• Identify and define the marketing mix priorities in accordance with customer priorities
• Understand promotional tools and align them powerfully with pre-planned objectives
• Pull the above elements into a profitable brand plan

Marketing Skills: Brand Marketing / 0039