Category: Brand and Product Management

Week 4: Equipping and engaging employees to deliver on the brand promise.

“What is brand engagement and why do you need it?…Defining your internal communication and training program…Embedding the brand throughout the organization…Measuring and tracking internal brand behavior…Key success factors for your brand engagement program…Closing remarks…”

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Week 3: Building your brand portfolio.

“What a product and brand portfolio is and why you need to define it…What is the relationship between brand portfolio and brand architecture?…How to develop your brand portfolio…Managing your brand portfolio (I)…Managing your brand portfolio (II)…The customer experience journey…What is the purchase funnel?…The touchpoint concept…Identifying your touchpoints…Prioritizing the key touchpoints…Defining the touchpoints roles…Implementing the brand at the key touchpoints…”

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Week 2: Knowing how to communicate your offering: Brand Architecture & naming.

“What Brand Architecture is and why you need it…Brand equity and its relevance in your business…Which are the different models of brand architecture?…What a branded house is and when to use it…What a house of brands is and when to use it…What a hybrid model is and when to use it…How to develop a brand architecture…Top 5 indicators of a brand architecture issue or opportunity…Things to consider when naming your brand…”

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Week 1: Launching new products and the challenge of managing their life-cycle

“Introduction to the course…How do you classify new products and what is the product mix?…What is the product lifecycle?…How to grow your product offering?…How to calculate demand for your product…How to develop and launch new products…Defining your product pipeline…What is a brand and why do you need one?…Inputs for developing your brand…How to analyze your competitors…Defining your brand model…What is a brand essence and why is it so important?…What are brand values and why do you need them?…Connecting all the dots: Translating your brand into a positioning statement…Evaluating your brand strategy…”

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