The CIM Brand Marketing Programme

Overview 

The CIM Brand Marketing Programme is a strategic and practical course for marketers responsible for building, managing or evolving brand direction. It gives professionals a structured approach to defining brand propositions, activating brand identity and selecting the right long-term strategy to support commercial goals. 

The course covers the full scope of brand development - starting with purpose, positioning and value propositions, and moving through to brand activation, reputation management and investment planning. Key topics include brand architecture, brand equity, internal brand delivery, innovation, strategic resource use and brand measurement. 

Who should attend 

This course is designed for marketers with responsibility for brand strategy, whether for a product, service, organisation or internal function. It is suitable for professionals working across B2B, B2C or not-for-profit sectors, including brand managers, marketing managers and consultants. Participants should already have a strong marketing foundation and be looking to deepen their brand planning capability. 

Learning outcomes

• Define the brand’s competitive advantage
• Establish purpose, values and ambition to set long-term direction
• Develop propositions that define and differentiate the brand
• Apply segmentation, targeting and positioning to strengthen brand focus
• Use customer and market insight to ensure relevance and appeal
• Activate brand identity across touchpoints and internal culture
• Translate strategy into consistent tone, language and design
• Ensure consistency to build trust, loyalty and differentiation
• Align investment with customer value and commercial outcomes
• Strengthen the brand through resources and capabilities
• Determine the factors that drive a successful brand strategy
• Apply strategic models to improve brand performance and long-term value