Product Brand Management

Duration :

2 days ( 9am – 5pm )

Medium :

English

Register Before:

–

Who should attend:

• Corporate Communication Branding Department
• Advertising
• Marketing
• Sales
• Product Development
• Online Development

Upon completion of this pro-gram, the participants should be able to:-

1. Understand & appreciate product and brand management

2. Understand & appreciate effective con-cepts for successful product and brand man-agement.

3. Identify major product mix decisions

4. Understand and appreciate brand man-agement concepts

The video below is explaining about a long term objective. Take a look:

• Classroom facilitated discussion based on presentation.

• Exercises and group activities.

• Group-based presentation

• Development of templates and guidelines

DAY 1

SESSION 1

THE NEED FOR PRODUCT AND BRAND MANAGEMENT

• The marketing concept and the system

SESSION 2

THE ROLE OF THE PRODUCT AND

BRAND MANAGER

• Major functions and descriptions

SESSION 3

DEVELOPING THE PRODUCT PLAN

THE MARKET & THE INDUSTRY

• Selecting Strategies for Different Markets & Com-petitive Situations
• Business Level Competitive Strategies
• How to segment & target the Market

SESSION 4

DEVELOPING THE PRODUCT PLAN: THE PRODUCT

• The Product Life Cycle
• The Ansoff Matrix/ the BCG Matrix/the McKenzie Model

SESSION 5

DEVELOPING THE MARKETING MIX

• Price
• Promotions/Communications
• Channels
• People, Processes & Customer Services
• Brand Creation – How?
• Brand Extension – How?, Perimeters of Brand Ex-tension
• Brand Product Relationships – How

DAY 2

SESSION 6

INTRODUCTION TO BRANDS

• Total Marketing & Branding – The Link
• What is Branding?
• Why Branding is important?
• Why Branding is Strategy?

SESSION 7

BRAND IDENTITY & BRAND PERSONALITY

(VIDEO LEARNING)

• Critical Questions for Brand Identity Verification
• Why is Brand Identity important?
• Sources of Identity
• Brand Identity and Image – The differences
• Personality and Brand Management
• Brand Personality Scale Measures
• Brand Positioning Statement

SESSION 8

BRAND EQUITY

Brand Equity – What is it?

• Source of Brand Equity
• Choosing Brand Elements to Build Brand Equity
• Key to Building Brand Equity
• Brand Loyalty – What is it?
• Measurement of Brand Loyalty

SESSION 9

BRANDING STRATEGIES

• Brand Creation – How?
• Brand Extension – How?, Perimeters of Brand Ex-tension
• Brand Product Relationships – How

SESSION10

WRITING A PRODUCT/MARKETING/LAUNCH PLAN

 Structure, Contents and Approach

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