CERTIFIED ADVANCED BRAND EQUITY & POSITIONING PROFESSIONAL

NAME OF THE COURSECERTIFIED ADVANCED BRAND EQUITY & POSITIONING PROFESSIONAL
CERTIFICATIONCERTIFIED ADVANCED BRAND EQUITY & POSITIONING PROFESSIONAL
  
COURSE OVERVIEWA company’s brands are amongst its most valuable assets. Do you know how to manage, grow and value these market-based assets? Brand names and images are major elements of competitive positioning – and are often the key to differentiation and sustainable competitive advantage (enhanced cash flows, greater customer loyalty, faster adoption of brand extensions, and more).

Brands are important “strategic assets”. However, many companies fail to protect one of their most valuable assets and sometimes risk having their brands being “stolen” or “hijacked”. Especially in a globalised market, companies must learn to protect themselves in both the domestic and overseas market.
  
TRAINING DURATIONTotal Training Hours : 22 Hours
Training Duration      : 1 Week
Total Training  Days  : 3 Working Days
  
TRAINING SCHEDULEWeekdays (Sunday to Thursday)
Regular Sessions : 4 – 6 Hrs Per day (9 am to 2 pm or 3.00 pm to 9.00 pm)
Food & refreshments Included
Weekends (Friday & Saturday)
Fast Track Sessions: 8 Hours per day (9 am to 5 pm)
Food & refreshments Included
  
CERTIFICATIONGlobally recognized certificate from “Kings Global Career Academy”
  
TESTNo
  
LEARNING AIDSYes
  
COURSE MATERIALHard & Soft Copies of Study Material
  
LANGUAGE OF INSTRUCTIONEnglish
  
INSTRUCTOR HELPLINEYes
1. Email
2. Social Media (For Emergency requirements)
  
REGISTRATION REQUIREMENTS1. Passport Copy
2. Curriculum Vitae
3. Passport size photographs
4. Course Fee
  
MODE OF PAYMENTCash / Cheque / Credit Card / Bank Transfer.
  
WHO SHOULD ATTEND People whose responsibilities include management of markets and products, brands and product lines/categories, communications, new product development, distribution and sales, pricing, customer support, strategic planning, and corporate/financial resources.

 
  
COURSE BENEFITSWhy are brands (market-based) assets?
What are the outcomes of protecting and not protecting my brand?
How should one build and leverage brands to enhance profitability?
How should companies manage brand portfolios?
 
  
COURSE CONTENTSRole of Brands in Marketing Strategy

  • How can brands/customers be leveraged to develop a sustainable strategic advantage?
  • Are marketing and brand development activities investments? …expenses? Are brands/customers assets?
  • What is the role of branding in marketing strategy?
  • Branding and the basics of marketing strategy – segmentation and differentiation, brand positioning and repositioning
  • Intellectual Property & Branding

Understanding Intellectual Property  
  • When and how to protect a brand
  • Understanding Trade Mark, Word Mark, Copyright, Patents
  • Building Brand Equity

Delivering value to customers – building brand equity. Linking customer value creation and brand positioning to business processes
  • Managing brands within production systems and value networks, brand alliances, co-branding and leveraging partner equity
  • Branding commodities and ingredients/components
  • Branding and product line management: family or individual brands?
  • Brand and market extensions
  • Brands (and customers) as market-based assets
  • Leveraging and Managing Brand Equity and Brand Portfolios
Managing brands for market performance in competitive retail environments, brand vs. channel equity
  • Fighting price competition, distributor brands and white boxes
  • Role of brands in managing trade partners and competitors
  • Growing brand value through:
  • Brand and market extensions
  • Managing brand name changes (brand transition)
  • Co-branding and joint promotions
  • Ingredient branding
  • Managing brand portfolios and brand consolidation
 
REGISTER