Countless ideas are generated every second. But only a few are able to materialise as real branded articles. With the proliferation of a wide variety of branded articles, consumers today are spoilt by choices. New branded articles are the lifeblood of all businesses. It is essential for an organisation to develop new or modify existing branded articles to meet changing consumer needs and competitors’ actions.
Brand Management is the application of different marketing techniques to a specific product, product portfolio, or brand. It seeks to increase the perceived value of the product or the brand to the customer. Brand management is also an approach to successfully managing projects and companies, and as such includes much about changing minds.
This starts with the brand managers and leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use.
Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. Every employee should be a brand driver of the company, therefore basic brand management skills are essential to all of them.
Key topics covered in our Brand Management courses are, as follows:
- Branding Definition, Rationales, Applications, Equity and Examples
- Brand Positioning
- Brand Elements
- Secondary Brand Associations
- Measuring Brand Equity
- Corporate Branding, New Products and Brand Extensions
- Managing Brand Equity: Brand Extensions and Segments
- Managing Brands Over Time
- Geographical Boundaries and International Brand Management
- Current Brand Management Trends
