Sales & Marketing

Training Course: Brand Management


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SM234622

23 - 27 Jun 2025

London (UK)

Hotel : Landmark Office Space - Oxford Street

Cost : 5250 € Euro

 Introduction

Branding is the process by which companies distinguish their product offerings from the competition. A brand is created by developing a distinctive name, package, and design, and by arousing customer expectations about the offering. This course tackles all the competencies needed to build a strong organizational brand and evaluate its performance and perceptions in the marketplace. It also details the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies, and the signs that can indicate a troubled branding strategy.

Course Objectives of Brand Management

  • Define brands and understand the opportunities and challenges facing them in highly competitive business landscapes

  • Plan and craft a powerful brand positioning statement that reflects the brand's promise and the expectations of their most valued customers

  • Build a strategic brand and track its growth and sustainability using researched processes

  • Explore the elements of brand equity and the constituents of brand identity to build consistent and sustainable brands

  • Identify various brand strategies to come up with sound actions aligned with the status of existing and new markets and products

  • Master the process for conducting a full brand audit to evaluate brand performance and take remedial actions

Course Outlines of Brand Management

Day 1: Definitions and anatomy of brands

  • The definition of a brand

  • Reasons why brands matter

  • A brief history of brands

  • Difference between branding and marketing

  • The challenges and opportunities of branding today

  • Understanding branding

Day 2: Brand planning models

  • The concept of customer-based brand equity

  • Building customer-based brand equity

  • Benefits of customer-based brand equity

  • Three tools to facilitate brand planning

    • Brand positioning model

    • Brand resonance model

    • Brand value chain model

Day 3: The strategic brand management process

  • The brand management process: a useful model

  •  Developing brand vision

  •  Establishing a brand position

  •  Fulfilling brand contract

  •  Brand communication

  •  Brand metrics: measuring Robi (Return on Brand Investment)

    • The elements of the strategic brand management process

      •  Identifying and establishing brand positioning and values

      •  Planning and implementing brand marketing programs

      •  Measuring and interpreting brand performance

      •  Growing and sustaining brand equity

Day 4: Brand equity and identity

  • Brand equity defined

  • Elements of brand equity

    •  Brand loyalty

    •  Brand awareness

    •  Perceived quality

    •  Brand associations

  • Designing brand identity

  • Elements of brand identity

  • Brand essence

Day 5: Building brand portfolios

  • Branding philosophies

  • Brand growth strategies

    •  New brand

    •  Flanker/fighting brands

    •  Line extensions

    • Brand extensions

  • Successful and unsuccessful brand extensions

Brand evaluation

  • Brand audit defined

  • Brand audit techniques

  • The brand audit questionnaire

  • Reviewing the 'big idea'

  • Evaluating advertising

Sales & Marketing

Training Course: Brand Management


Register Now
Quick Inquiry
Discount Group Download Brochure (38)

SM234622

23 - 27 Jun 2025

London (UK) - Landmark Office Space - Oxford Street

Hotel : Landmark Office Space - Oxford Street

Cost: 5250 € Euro


  About London

The UK capital of London is a city that combines the old and the new. It is as equally famous for the latest fashion and innovation as it is for its impressive heritage. London's attractions range from the Royal Palace to the DIY atmosphere of its markets. It is also a picturesque city of parks and of course, the majestic Thames River. The city extends for miles beyond its ancient core and each neighborhood has its own charming atmosphere for visitors to explore. London also wears its status as a world city proudly and the influence of different cultures is plain to see in the food and fashion of the capital.


  Things to do and places to visit in London

With so many attractions in London, anyone can find something to delight them. Art lovers will enjoy the world-renowned museums and galleries, most of which are free. Sports fans are spoilt for choice by the city's array of football clubs. Theatre and music fans have a vast list of venues to visit, whilst shopaholics have Harrods, Oxford Street, Camden and much more to look forward to after arranging flights to London.

Some unmissable London attractions include:

  • Seeing priceless masterpieces in the Tate Britain or the National Gallery.
  • Watching the changing of the guard at Buckingham Palace.
  • Visiting Trafalgar Square's famous monument.
  • Marveling at the Crown Jewels in the Tower of London.
  • Getting a bird's eye view of the city from the London Eye.
  • Tasting one of Brick Lane's famous curries.
  • Browsing the exclusive shops of Knightsbridge.
  • Visiting a market – Spitalfields for antiques, Camden for clothes or Borough Market for street food.
  • Admiring design from around the world in the Victoria and Albert Museum.
  • Looking for clues at the home of fiction's most famous detective, Sherlock Holmes.
  • Strolling through one of the lovely parks, including Hyde Park, St James' Park or Kew Gardens.
  • Eating Britain's most famous dish, fish and chips.
  • Watching the street performers in Covent Garden.
  • Enjoying the views at a South Bank cafe.
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