Curriculum: How to Develop Brand Management Expertise

Learning Objectives:

• Provide an organized process for evaluating and managing our Brands
• Understand the importance of Brand Equity
• Achieve a deeper understanding of the Marketing Strategy & Planning Framework process
• Gain insights into the true Growth Drivers of the business
• Develop clear Consumer Goals / Marketing Objectives which deliver the company's Business Objectives
• Understand what Marketing Strategies will best influence consumer behavior

Day I - Topics Covered

• Brand Equity:
  • Cause & Effect Model
  • Brand Scorecard Tool
• Market Strategy & Planning Framework Process
• Category Understanding
• Target & Brand Understanding:
  • Target Sementation & Deep Drive
  • Target Consumer Understanding Tool
  • Consumer Insights
• Consumer Strategic Platform:
  • Long-Term Strategy
  • Key Brand Growth Drivers
  • Brand Essence & Brand Architecture

Day II - Topics Covered

• Consumer Strategic Platform:
  • Brand Positioning
• Market Research Process – Filling Knowledge Gaps
• Getting Great Advertising:
  • Advertising Strategy & Creative Brief
  • Evaluating Advertising:
    • The 5 Step Evaluation Process
• Media Planning:
  • Principles of Media Leadership
  • Media Brief
• Promotion Planning:
  • Objectives & Strategies
  • Promotion Brief
    

Day III - Topics Covered

• Packaging Development
  • Development Philosophy
  • Mediated & Lived Experience
  • Evaluating Packaging
• Objectives & Strategies
  • Business Objectives
  • Consumer Goals / Marketing Objectives
  • Marketing Strategies
• Integrated Consumer Executional Plan
  • Purchase Funnel
• Implementation
• Annual Marketing Plan:
  • Key Elements & Procedures

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