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Introduction
The power of brands has increased enormously in the past 25 years – Apple®, Google®, Microsoft®, Amazon® and Facebook® have combined annual revenues in excess of $800 billion and previously defunct brand names such as Blaupunkt® and Akai® have been revived – because brands sell products and services, to consumers and to businesses.
This GLOMACS Strategic Brand Development and Performance Management training seminar will provide you with a good understanding of how to track brand value/performance and research/plan brand development.
This GLOMACS online training seminar will highlight:
- Valuing brands as assets
- Assessing brand performance
- Research methods for brand managers
- Maintaining the brand portfolio
- Adding to the brand portfolio
Objectives
By attending this GLOMACS online seminar, you will learn to:
- Discuss how to place a value on a brand
- Explain how to assess brand performance
- Assess different research methods and how to use comparative methods to test brand options
- Formulate a brand architecture
- Plan how to extend a brand/appraise the pros and cons of brand expansion
- Discuss portfolio maintenance
Training Methodology
This online training course will utilize a variety of proven online learning techniques to ensure maximum understanding, comprehension, retention of the information presented. The training course is conducted Online via an Advanced Virtual Learning Platform in the comfort of any location of your choice.
Organisational Impact
Attending this GLOMACS Strategic Brand Development and Performance Management online training course, the participants will return to their organizations with a broader understanding of how strategic brand management activities support business objectives, including how to:
- Value brands, using a price premium methodology
- Research brand performance
- Develop a coherent brand architecture
- Analyze future brand developments
- Maintain the brand portfolio
- Extend the brand portfolio
Personal Impact
This GLOMACS online training course will help the participants to strengthen their strategic brand management capabilities, including:
- A structured approach to managing brands
- Assessing brand value
- Applying appropriate brand research methods
- Building brand portfolios using an architectural approach
- Keeping brand portfolios in good shape
- Setting up direct and/or indirect channels to market, as appropriate
Who should Attend?
This online training course is suitable to a wide range of professionals with an interest in brand management and marketing, but will greatly benefit:
- Marketing Executives
- Brand Managers
- Key Account Executives
- Business Development Professionals
- Entrepreneurs
- Small to Medium Enterprise (SME) owners and Managers
- Sales Executives and Sales Managers
Brand Value, Performance and Research
- Developing brand financials, e.g. return on investment, future cash flows, net present value
- Establishing the brand value chain
- Assessing brand performance
- Supporting brand audits with focused tracking surveys
- Using research to identify customer perception of brands
- Qualitative and quantitative research methods
- Brand based and marketing based comparative methods
- Conjoint analysis, residual based and valuation-based methods
Brand Architecture
- Brand strategy and brand architecture, developing a hierarchy of brands
- Creating a brand architecture
- Building brand equity Introducing new products and brand extensions
- Designing brand extensions, naming brand extensions for maximum impact
- Managing brands over an extended period of time
- Balancing the brand portfolio, refreshing tired brands, developing acquisitions and divestments
- Introducing new market segments
- Introducing new regional/continental markets, dealing with international considerations, building global brand equity
- Upon successful completion of the classroom-based training course, GLOMACS Certificate will be awarded to the delegates. Continuing Professional Education credits (CPE): In accordance with the standards of the National Registry of CPE Sponsors, one CPE credit is granted per 50 minutes of attendance.
- Upon successful completion of the online training course, a GLOMACS Certificate will be awarded to all delegates. Guided Learning Hours – In accordance with ISO 9001:2015–certified quality management standards, one Guided Learning Hour is awarded for every 60 minutes of attendance.
