Building a Brand Management Framework (201) (Half Day) | School of Marketing | ANA

Building a Brand Management Framework (201) (Half Day)

Effective Brand Management Mastery Program 201
(Half Day Workshop)

Workshop Description
Strong brands are an essential element of marketing effectiveness. Brands which are relevant and connect with the customer build longer term loyalty and ultimately drive greater value for your organization.

This workshop has been designed to help marketers understand how to build a more effective brand for their business, that will drive value and engage customers in long term relationships. During this interactive half-day session, we'll cover topics like how to manage your brand; brand positioning; differentiating your products and services; and how to develop a compelling brand promise and personality for your brand.

Throughout the program we will use the Brand Bullseye tool, which will provide a framework for you to articulate your brand and a tool to implement your thinking within your organization.

This is the second installment in the ANA’s four-part series “Effective Brand Management Mastery Program”, where participants gain an understanding of branding principles and develop expertise in effectively managing brand identity, positioning, and communication.

Building on the skills learned in level 101, participants now gain insight into the importance of brand positioning and how to align it with the target audience's needs and desires.

Who is this workshop for?
This workshop is ideal for marketers who want to increase their understanding of the process of creating a brand and bringing it to the marketplace as a strong consumer proposition. It also works well for organizations which are either building a new brand or looking to refresh their existing brand strategy.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth:

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to build a strong brand and drive value from it
  • Techniques for positioning and repositioning a company’s products and services
  • How to beat the competition with a more effective brand position

This workshop helps attendees increase marketing efficiency by teaching them:

  • How a brand can increase the impact of marketing campaigns and activations
  • The discipline of brand mgmt. and how to align marketing strategy around it
  • How to make the brand work across the organization

This workshop helps attendees improve marketing ROI by teaching them:

  • How to drive greater customer lifetime value from having a strong brand
  • How the strongest brands pull customers in rather than pushing their message out
  • How to improve the competitive positioning for your products and service

 Download the full agenda here


  • Simon Bradley

    Simon is an international marketing leader with extensive client side experience with brands like Virgin Atlantic Airways, the New York Knicks, The Rockettes and Madison Square Garden. He is also an Adjunct Professor in Integrated Marketing at New York University.