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Brand Management Fundamentals (TWO DAY)

Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance.  Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible for improving the value of their brands or products, which in turn generates profitable returns for the company and shareholders.

Brand management is more than a marketing job. Brand managers are responsible for the overall performance of their brands, which includes managing and developing their brands P&L (Profit and Loss), image and positioning in relation to their competitors. They are the key persons to plan, develop and implement marketing initiatives and activities for their brands or products.

Brand managers lead market research efforts to understand customers' perception and behavior and formulate effective marketing strategies to ensure their brands receive maximum visibility and perform better than their competitors. 

Brand managers are also required to be creative and be updated with latest marketing trends as the job also involves coordinating events, marketing projects and advertisement campaigns for their brands or products.

Brand managers work with a wide network of people such as advertising and media professionals, contractors and sales agents as well as their own internal marketing team members. As such they have to exhibit strong leadership abilities, good communication and social skills, strong analytical skills and the ability to multi task.

In today's real-world situations, brand managers should see themselves charged with the responsibility to:

• Plan and execute all elements in a product's lifecycle.
• Define the brand's vision, prioritize and update both product and customer requirements.
• Work closely with all other functions to ensure customer satisfaction and ROI goals are met.
• Making the brand proposition work, to break down silos and increase the value of the brand.

Those taking this course will review all aspects of planning, developing, and directing the marketing mix and the practical skills needed to coordinate the efforts and responsibilities of others who carry out specific functions related to production, sales, advertising, promotion, R&D, marketing research, purchasing, distribution, package development, and finance.  At the end of the day participants will have an understanding of the tools and skills needed to lead a truly cross-functional team.

Who Is This Course For?

Brand Managers who want to go to the next level; those who want to make a real difference in driving business results. Those who plan on pursuing a career in brand management and wish to fully understand the power of marketing to be the engine of growth.  And those responsible for managing brand managers.

Key Takeaways

• Learn how to spend less time on tactical tasks and make more strategic contributions.
• Create a greater business impact by doing more with less while improving your campaign quality.
• Build strong credibility; have more influence within your organization.
• Know what it takes to motivate customers to purchase your brand.
• Understand the disciplines of brand planning, product development, product launch, product life cycle management, and product portfolio management.
• Be able to develop and execute brand strategy, grow brand equity growth and craft a killer brand positioning statement.
• Know the difference between product enhancements, line extensions, and new products.
• Appreciate how innovative thinking can drive dramatic results.
• Understand the importance of working closely and effectively with internal cross-functional teams.
• Become knowledgeable in evaluating, understanding and confronting the competition.
• Learn to build a powerful marketing plan and lead your team through the process.

*The training agenda for any on-site program is finalized following a discussion with the training instructor to ensure it is relevant for your team.

Day One

Day Two