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Overview

Effective brand management is key to a successful business and reputation. In the current context, businesses need to develop and maintain clear brand priorities to reduce business risk. This course takes you on an engaging journey through best practice in brand management; providing a comprehensive understanding on how to define and apply the brand’s equity and identity, together with robust brand, product and customer insight giving you real competitive edge.

The course is packed with case studies and leading brand examples that will challenge and provoke your thinking. You’ll leave with core tools, techniques and insights on how to build and maintain a meaningful and healthy brand in challenging commercial times.

Who should attend?

The course is designed for brand and marketing practitioners looking to expand their skills in brand building and disciplined brand management in both consumer goods markets and business markets.

Learning outcomes

  • How to define, position and leverage brand value  
  • Effective brand management: analysis and planning
  • How to manage brand perceptions, preference and personality
  • Understand how brands are dramatised and made memorable 
  • How to undertake a robust brand audit 
  • How to create brand differentiation and distinctiveness
  • Explain and manage brand architecture within a portfolio 
  • Create aligned business, brand and communication objectives
  • How to develop an effective brand plan and marketing mix  
  • Understand why purposeful brands will win out in the future
  • Integrate and activate brand and customer strategies 
  • How to proactively manage your brand reputation
  • Use measurement to demonstrate brand success 
  • How to establish and build relationships with influencers
  • How to turn your employees into brand ambassadors

 

Testimonials

Overall, I think the course was fantastic. I have been exposed to many concepts and theories which throughout the training I felt like I could implement in my role and would be beneficial to the business.

Sam Fry

The 2 day CIM ‘Managing the Brand’ course provided a great insight in to the core elements of Brand Management, which will be invaluable in my day to day role as a Brand Manager. The course content strikes a good balance of theoretical tools/techniques, relevant case studies and discussion based activities ...Read more

The 2 day CIM ‘Managing the Brand’ course provided a great insight in to the core elements of Brand Management, which will be invaluable in my day to day role as a Brand Manager. The course content strikes a good balance of theoretical tools/techniques, relevant case studies and discussion based activities – and also draws nicely on the practical experiences of the class and of the tutor Vanessa. I would certainly recommend the course in virtual form, with Vanessa’s high energy and approachable teaching style creating an ideal environment for distance learning.

Leigh Ginn

I really enjoyed the course, the content was excellent, with the right balance of theory and real world examples. The templates for ‘brand on a page’ and ‘strategy on a page’ are tools that everyone can implement quickly and are a great physical take away. Encouraging webcam use and individual participation worked well and kept every member of the class engaged throughout.

Olivia Marsh, Brand Manager

As a marketer with several years’ experience I found the CIM Managing the Brand course hugely insightful and relevant allowing me to reflect on brands within our portfolio that are at different stages in there life cycle. It allowed me to step back and look at the basic requirements the brand needs to succeed, provoked thought and challenge ...Read more

As a marketer with several years’ experience I found the CIM Managing the Brand course hugely insightful and relevant allowing me to reflect on brands within our portfolio that are at different stages in there life cycle. It allowed me to step back and look at the basic requirements the brand needs to succeed, provoked thought and challenge, highlighted where we have current gaps in brand fundamentals and inspired me to focus on long term goals rather than just quick wins. I would highly recommend it to anyone within marketing whether at early stages of their career or even those more senior that would require a refresher. The virtual course managed to be incredibly engaging with a good mix of case studies, personal involvement and conversation with Vanessa’s unquestionably passion and knowledge projected through the computer screen.

Karla Sloyan,

I massively enjoyed the experience and found the course leader - Vanessa was highly engaging and knowledgeable.

Megan Elliott

Course Dates

Start Date Duration Location
31 Jan 2022 2d Virtual
 
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08 Mar 2022 2d Virtual
 
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04 Apr 2022 2d Virtual
 
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19 May 2022 2d Virtual
 
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16 Jun 2022 2d Virtual
 
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Course Director

Vanessa Moon

Vanessa has over 28 years’ experience in product and brand management, insight and communications. Her reputation has been built across a variety of agency and client roles and longstanding project, training and consultancy work that includes clients such as Tesco, Xerox, Tfl, Barclaycard, Taylors of Harrogate, Yorkshire Tea, Asda, Avon, BBC Studios, Kraft, KP Snacks, Bacardi-Martini, Lloyds and Legal & General to name a few. She has trained and consulted international brands widely in regions such as EU, EMEA, Asia Pac, Latin and Central America and has held roles on several Marketing Excellence Councils. She is a popular guest speaker and facilitator and is consistently recognised as engaging and inspiring - with the knack of simplifying training tools and templates in ways that make them relevant and easy to implement for the business. Vanessa encourages marketing with social purpose.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

Enquire

To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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