Sales & Marketing

Training Course: Brand Management


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SM234622

16 - 20 Jun 2025

Madrid (Spain)

Hotel : Pestana CR7 Gran Vía

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 (36)

SM234622

16 - 20 Jun 2025

Madrid (Spain) - Pestana CR7 Gran Vía

Hotel : Pestana CR7 Gran Vía

Cost: 5250 € Euro


  About Madrid

Madrid is a city that combines its enduring history with its cosmopolitan atmosphere to create a destination that favored amongst tourists from around the world. This is a city that is very much bursting at the seams with life and its vibrant atmosphere, cultural attractions and connection with history ensure travelers have everything they could possibly want from a European city break. At the end of a flight to Madrid, there are sites to see, picturesque streets to roam and, of course, excellent shopping opportunities to explore. Visitors can immerse themselves in Madrid's fantastic local culture, its peerless art scene and world acclaimed fine dining. In fact, there is very little that Madrid doesn't have to offer.


  Things to do and places to visit in Madrid

The only problem travelers will encounter during their visit to Madrid is knowing what to do first. Sampling the mouth-watering tapas, strolling through one of the many excellent museums or even simply soaking up the atmosphere are all excellent options. Spend a sunny day wandering through the splendid squares or marvel at the intricate architecture of the churches.With so many options, flights to Madrid are great for people of any age or inclination.

When visiting Madrid, be sure to:

  • See the superb collection of art is the Museo del Prado.
  • Stroll down the Gran Via.
  • Enjoy the atmosphere of the Plaza Mayor.
  • Wander through the stunning gardens of the Parque del Buen Retiro.
  • See the beautiful mansion of the Museo Lazaro Galdiano.
  • Find quirky fashions in the Fuencarral market.
  • Try some of the many different tapas dishes.
  • Visit the statues of Don Quixote and Sancho Panza in the Plaza de Espana.
  • See the breathtaking Basilica de San Francisco El Grande.
  • Wander the Casa de Campo park, which is five times the size of Central Park.
  • Shop in the luxury boutiques of the Golden Mile.
  • Look for bargains at the El Rasto flea market.
  • See Picasso's Guernica in the Reina Sofia museum.
  • Snack on churros with chocolate.
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