Brand Management for Sustained Success
Duration: 2 days
Target Audience: Brand Managers, Product Managers, Product Developers, Marketers, Commercial Managers and similar roles that are involved in product management process and product branding.
Key Learning Outcomes
- Explore the importance of having a strategic mindset around branding whilst still implementing tactical and operational product management plans.
- Understand how to build a brand around current customer needs and based on your environment and competitor analysis.
- Practice using proven tools and techniques for market segmentation, product differentiation and product positioning.
- Build a values map for your product and use this to create a brand with a personality.
- Develop strategies and action plans to ensure the success of your products and brands.
Course Delivery
- Theory: Latest best practice
- Team discussions
- Group exercises
- Case studies
- Technique application practice
- Business problem solving
- Personal action planning
Course Outline: Brand Management for Sustained Success
DAY 1
Introduction to Brand Management
Principles of Brand Management
What Brands Are All About
How Brands Are Created
Shifting Your Product Paradigm to a Brand Mindset
Understanding Consumer Demand
Product Planning and the Benefit/Risk Grid
Market Attractiveness vs. Business Position
Why People Buy
Market Research - Analysing the Playing Field
Situation Analysis
Environmental Audit
Portfolio Analysis
Competitor Analysis
Market Segmentation
Choosing Customer Segments
Defining Your Product-Market Structure
Segmenting your Product Market
DAY 2
Differentiating and Positioning the Brand
Determining Critical Customer Touch Points
Using Matrices to Differentiate from Competitor Brands
Developing a Positioning Statement
Developing a Proposition Statement
Delivering Value
Developing a Value-Focused Mindset
How is your Brand Valued ?
Attaching Superior Value to your Brand
Dimensions of a Brand Personality
Building a Brand Values Map
Brand Promotion
Advertising and Promotion Strategies
Understanding and Measuring Brand Equity
Action Plans for Strengthening your Brand