Brand Management Programme

Brand Management Programme Fact File

What does it cover?
Brands are the life force of business. They are how we understand and navigate our choices in a world awash with information. They're also the treasure of business. They need to be nurtured, directed and exploited to gain optimum advantage for their owners and the customers they serve.

Assuming responsibility for the management of a brand is increasingly complex. It is a world of opportunities – and also a world of missed opportunities. Brand owners are constantly faced with choices of a strategic and tactical nature of which route to follow or what opportunity to exploit and all of this on a tight budget. Making the right decision can make or break the success of a brand – and the career of its manager.

We dedicate the time on the programme to give you the tools and techniques to make the best of your brands. But at the same time, the spirit of the programme is about creating the enthusiasm and energy to drive your brand forward.

The Brand Management Programme will open up opportunities and provide you with the foundations and energy to help you drive your brand to success.

Who is it for?
This programme is for creators, champions and custodians of brands in enterprises large and small across all sectors private, public and non-profit. Learn the concepts and practices of brand management from those with real hands-on experience.

What will I learn?
You will:

• Understand the sources of value in your markets
• Segment the market for a better allocation of resources
• Take a customer view of your competitors
• Choose a positioning that leverages the company’s advantage
• Develop a communication mix that communicates this position fully to the market
• Get the best from suppliers of marketing services: understand the processes involved in those responsibilities and the techniques available to achieve them
• Be able to make the right decisions regarding investments in marketing support services and to contribute the market perspective to your company’s strategic decisions.