Certified Brand Manager (CBM)

Why Attend

Without a positive brand reputation, consumers, buyers, prospects, and even employees may be skeptical or unsure of what your company does and represents.

A Brand Manager is responsible for adapting a brand strategy for a company's target market. As the 'brand guardian', brand managers maintain brand integrity across all company marketing initiatives and communications and may manage a portfolio of products.

The Certified Brand Manager Training course is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands.

The course provides tools and knowledge for developing, strengthening, and maintaining a brand or portfolio of brands.

This course is a preparation course, and designed to equip you with the necessary skills and knowledge to prepare for the certification, should you choose to pursue it in the future

Course Objectives

By the end of The Certified Brand Manager Training course, participants will be able to:

• 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

Target Competencies

The Certified Brand Manager Training course, is ideal for :

• Brand managers and those responsible for managing the function
• Marketing managers
• Product managers, product marketing managers and others leveraging their brand when marketing products
• Business managers and others wanting to become more knowledgeable about the role of their brand

Day 1 : Introduction to brand management 

• 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

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 2:The strategic brand management process

The brand management process: a useful model Developing brand vision

1.  Establishing brand position
2.  Fulfilling brand contract
3.  Brand communication
4.  Brand metrics: measuring RoBI (Return on Brand Investment)

The elements of the strategic brand management process

1.  Identifying and establishing brand positioning and values
2.  Planning and implementing brand marketing programs
3.  Measuring and interpreting brand performance
4.  Growing and sustaining brand equity

Day 3: Brand equity and identity

Brand equity defined

Elements of brand equity

1.  Brand loyalty
2.  Brand awareness
3.  Perceived quality
4.  Brand associations

Designing brand identity

Elements of brand identity

Brand essence

Day 4: Building brand portfolios

Branding philosophies

Brand growth strategies

1. New brand
2. Flanker/fighting brands
3. Line extensions
4. Brand extensions

Day 5: Brand evaluation

• Brand audit defined
• Brand audit techniques
• The brand audit questionnaire
• Reviewing the 'big idea'
• Evaluating advertising