Curriculum: How to Develop Brand Management Expertise

Learning Objectives:

1. Appreciate the importance of the "Brand" and Brand Equity to the Company’s competitive strength and profitability
2. Become skilled in all elements of the marketing mix and understand how they link together to achieve the Brand’s overall marketing objectives
3. Understand the true Growth Drivers of the business and learn to identify the Brand's Critical Success Factors
4. Develop skills that are defendable against competitive emulation and are based on the Company's core competencies
5. Learn the differences between objectives, strategies, and tactics
6. Know how their actions support the overall business strategy and where to focus their day-to-day efforts

Day I - Topics Covered

• Brand Equity Definition:
  • Cause & Effect Chain Model
• The Brand Scorecard Tool
• Market Strategy & Planning Framework Process Overview
• Category Understanding:
  • Category Drivers
• Target & Brand Understanding:
  • SWOT Analysis
  • Consumer Market Segmentation
  • Target Consumer Understanding Tool
  • Short-Term Brand Growth Drivers
  • Consumer Insights Process
• Consumer Strategic Platform:
  • Vision Statement – Brand
  • Strategic Imperatives
  • Long-Term Brand Growth Drivers
  • Brand Essence & Brand Architecture

Day II - Topics Covered

• Consumer Strategic Platform:
  • Brand Positioning
• Principles of Market Research:
  • Effectively Using Market Research
  • Identifying Key Knowledge "Gaps"
• Developing Great Advertising:
  • Advertising Strategy & Creative Brief
  • 5 Step Creative Evaluation Process
• Media Planning:
  • The Role of Media in the Communication Process
  • Targeting – The Consumer Portrait
  • The Media Brief
• Packaging Development:
  • Role of Packaging in the Total Product Offering
  • Development Philosophy
  • Evaluating Packaging Submissions

Day III - Topics Covered

• Promotion Planning:
  • Promotion Objectives & Strategies
  • The Promotion Brief
• Objectives & Strategies:
  • Business Objectives
  • Marketing Objectives
  • Marketing Strategies
• Integrated Consumer Executional Plan:
  • Identifying the Best Mix of Tactics
• Annual Brand Planning Process:
  • 3 Distinct Stages of Planning
  • Guidelines on How to Prepare an Impactful Brand Plan
  • Annual Brand Plan Templates

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