Brand Management

by on January 6, 2015

Valuable Tips to manage your Valuable Asset


A brand is a distinguishing name and/or symbol intended to identify the goods or services of either one seller or a group of sellers, and to differentiate these from those of competitors. Accordingly, a brand is able to establish a company’s competitive advantage. Brand strategists aspire to create and maintain a set of associations representing what the brand stands for. Therefore, brand identity helps in establishing a relationship between the brand and the customer by promising to deliver both functional and emotional benefits. If such a relationship is successfully built and maintained, it can guarantee a loyal customer base and a steady flow of profit.

In the second half of the 1980s, a heightened interest could be observed in the marketing and management of brands. This increase in attention can mainly be attributed to the fact that brands positively valued by consumers are of an enormous value to companies. The goal of this seminar is not only to give insight into what a successful brand can mean for your company, but also to give your managers a better feeling of how to develop, manage and protect brands adequately.



This seminar will allow participants to gain insight into the following:

  • The importance of brands, brand management, relationships customers, functional and emotional perception of brands
  • Leveraging the brand (several methods) in order to gain profitability
  • Management of brand portfolios
  • Perceiving and managing the brand as an asset, measuring its value, and the return on investment generated.



People whose responsibilities include: management of markets/products/brands and product lines, communication managers, new product development, distribution and sales, pricing, customer support, strategic planning, and corporate/financial operations.


DAY 1: Fundamentals of Branding 

  • Definition of brands: Brand mission, vision and core values
  • Worldwide Brands: failure and success stories
  • Internal brandings: Brand ambassador-role of the staff
  • Perceiving and managing your brand as an asset
  • Brand leveraging as a way to build up durable strategic advantage
  • Integrating the branding process into the overall marketing strategy
    • Market segmentation and differentiation
    • Brand positioning, image and identity
    • Possible advantages of a brand strategy


DAY 2: Contributions towards building brand equity

  • Brand awareness
  • Branding ingredients
  • Building brand equity through a promise to fulfill desired benefits: Linking customer value creation and brand positioning to business processes
  • Building, maintaining and enhancing brand loyalty amongst your clientele
  • Applying advertising as an aid in creating brand image and positioning
  • Maturing brands: Revolution and relevance-keeping your brand healthy with time


DAY 3: Leveraging and Managing Brand Equity and Brand Portfolios

  • Managing brands in competitive market environments
  • Pricing decisions and strategies: trade deals, discounts, promotions, competitive pricing and margin requirements
  • Leveraging the brand value model and brand performance
  • Role of brands in managing trade partners and competitors
  • Growing brand value through:
    • Line extensions and brand extension decisions
    • Co-branding
    • Ingredient branding
    • Creating range brands
  • Brand portfolio strategy


DAY 4: Measurement – Accountability and Return on Investment 

  • The value of a brand
  • Quantitative and qualitative measures
  • Adapting the measures to a brand’s context
  • Measuring return on leadership brands




Leave a comment

Your email address will not be published. Required fields are marked *