Strategic Brand Management Curriculum Outline
Building Lasting Customer-brand Relationships
Overview/DescriptionThe focus of brand management today is on building lasting relationships between a brand and its customers. Effective brand relationship management involves knowing a brands customers and being aware of their changing needs and behaviors. It also involves looking for new ways to deepen the attachment between a brand and its customers. This course explores how customers connect with brands and provides an overview of actions you can take to develop a customer-brand relationship. It also outlines a methodology to analyze customer-brand connections and to make a connection at an emotional level by using brand stories.
Target AudienceManagers and strategic planners who want to develop or refine their strategic brand management skills
Expected Duration (hours)1.0
Lesson Objectives Building Lasting Customer-brand Relationships
Recognize strategies organizations can use to effectively manage the relationship between a brand and its customers Match the types of analysis used to find customer-brand connections with examples of their potential outcomes Create a brand story that connects emotionally a brand and its customers Course Number:
mkt_03_a01_bs_enus Back to ListDeveloping a Brand Internally
Overview/DescriptionMany brands fail to deliver what they promise because of a lack of internal focus and engagement in the brand development process. If your employees and organizational culture arent aligned with your brand, youll likely fail to deliver the full value potential of your brand. Internal engagement is increasingly being viewed as not only key to effective brand development, but an important driver of customer value. Aligning the brand promise, organizational actions, and the real brand experience helps generate brand staying power and customer loyalty. This course discusses the benefits associated with developing brands through internal engagement and provides instruction on how to approach and implement an internal brand development program. It also provides direction on how to measure and sustain internal branding efforts over time.
Target AudienceManagers and strategic planners who want to develop or refine their strategic brand management skills
Prerequisitesnone
Expected Duration (hours)1.0
Lesson Objectives Developing a Brand Internally
Recognize how being able to implement an internal development program can help you maximize your brand success Choose a brand vision that matches the brand promise with the internal promise in a given scenario Identify methods an organization can use to assess its culture and integrated approach against its brand vision Recognize actions that should be taken to develop a brand internally in a given organization Identify the benefits of assessing the internal brand development program Course Number:
mkt_03_a02_bs_enus Back to ListGlobal Brand Management
Overview/DescriptionExtending a brand globally is an intricate process that requires thorough research and preparation, organizational commitment, and a strong understanding of the risks and rewards associated with taking a brand global. This course outlines how to best approach global brand development by outlining how to carry out essential international market research and internal analysis, and the key stages associated with launching a global brand. It also provides the main guiding principles for global branding and outlines the level of organizational support required for any successful global branding effort. And it addresses the impact of counterfeiting and trademark infringement on brands, what it means for global brand managers, and how corporate social responsibility can be used as means to help protect global brands.
Target AudienceManagers and strategic planners who want to develop or refine their strategic brand management skills
Expected Duration (hours)1.0
Lesson Objectives Global Brand Management
Determine when implementing a global brand strategy would be effective Identify the characteristics of global brands Choose the most appropriate strategy to develop a global brand in a given scenario Identify the principles to follow when managing a global brand Course Number:
mkt_03_a03_bs_enus Back to ListBrand Management for Social Media and Wireless Technologies
Overview/DescriptionThe brand tenets of the past – notably control and predictability – are no longer valid. Ever-increasing consumer power, driven by social media and other web-based and wireless technologies, is having a significant impact on brand effectiveness and brand staying power. Consumers are now key drivers for corporate brand strategy. Brand managers need to understand how to harness the power of these technologies and how consumers interact with these technologies. And they must appreciate how they can use social media and wireless technologies to their strategic advantage. This course provides instruction on the benefits and potential risks associated with the use of social media and wireless technologies to promote a brand. It also explores how brand managers should approach branding across these platforms in order to improve brand visibility and ultimately brand success.
Target AudienceManagers and strategic planners who want to develop or refine their strategic brand management skills
Expected Duration (hours)1.0
Lesson Objectives Brand Management for Social Media and Wireless Technologies
Recognize guidelines to follow when addressing negative comments on social media in a given scenario Identify the characteristics a social media branding strategy should have Choose the most appropriate social media Identify comments that are appropriate to make on behalf of a brand in a given scenario Sequence the stages of the process to follow when developing a social media branding strategy Identify the principles to follow when developing a strategy for using wireless technology to manage or promote your brand Recognize examples of effective wireless branding Course Number:
mkt_03_a04_bs_enus Back to List
Strategic Brand Management
There are three ingredients every company needs for branding success: a brand manager, a brand, and the consumer. Binding these
ingredients together requires a marketing strategy that links value to the branding.
Companies measure the value of their branding efforts by the consumer's attitudes and loyalties which create brand equity. Brand
equity makes a company worth more in consumers’ eyes and adds dollar-value to a company's worth. An effective marketing strategy
successfully brings the branding to the attention of the consumer and brand equity.
Companies spend a lot of time and energy on product branding efforts. But without a marketing strategy, a memorable name or the
enticing packaging may not be enough to bring value to the brand.
Today, the market is tough, so what marketing strategies can companies employ to make sure their branding efforts results in
their brand standing out? An integrated brand marketing strategy identifies the right venues, the positioning, messaging and the
communication vehicles to create successful branding that generates awareness for products or services. But with over 220 forms of
media, selecting the ones that are right for company branding initiatives can be daunting at best. And with a rapidly changing
environment, it’s critical for a company’s marketing strategy to allow its branding to respond effectively to evolving consumer
tastes, fashions and lifestyles.
Benefits of CBT Direct’s Online Strategic Brand Management Training
CBT Direct boasts the most beneficial online training on the market. With CBT Direct’s online training, you have the flexibility
to study on your schedule, and with the speed and reliability of the internet, CBT Direct’s Strategic Brand Management training
course is accessible anywhere you have an internet connection. Convenience finally costs less with CBT Direct - the most affordable
online training solution today.
The unique design of CBT Direct’s Strategic Brand Management course emphasizes learner initiative, self-management and experiential
learning. CBT Direct’s online course design begins with the definition of user-focused performance objectives and then proceeds to
the selection and implementation of instructional strategies and learning activities appropriate for those objectives. This
effective instruction model for CBT Direct’s Strategic Brand Management training course ensures the greatest level of comprehension
and retention.
Who Benefits from CBT Direct’s Strategic Brand Management Training?
This course will help senior management, marketing managers, brand managers and marketing communications professionals ensure that
their branding stays at the forefront of consumer thinking.
What Professionals Will Learn from CBT Direct’s Strategic Brand Management Training
CBT Direct’s course will introduce a brief history of branding and its intended purpose. It also identifies the elements of a
great brand, current trends in branding and demonstrates how each ingredient reacts to the other in order to create a valuable,
long-lasting brand. Professionals will learn about the responsibilities of a brand manager, from branding to marketing strategy
and execution, from evaluating to maintaining brand equity. Professionals will learn to identify the components and intricacies
that make up their consumer market, identify branding techniques that can appeal to the consumer and how the consumer dictates
brand equity.
Taking our course, brand marketing managers will be able to analyze the components of equity achieved by the right branding
approaches. They will be able to develop a marketing strategy to utilize the psychology of a consumer's perceptions and apply
helpful techniques to build brand equity. From marketing strategies, professionals will learn how to construct marketing support
programs that will position their brand to appeal to consumers and improve perceptions of the brand.
Click here to see a detailed curriculum outline.
Our course discloses the secrets of designing eye-catching packaging, creating the perfect name and logo and enables you to
determine if a jingle, slogan, or fictional character may be necessary to animate the branding. It helps companies to legally
protect their brands through copyrights, patents, and trademarks and supplies plenty of marketing strategies to help branding
achieve equity and stand out from the rest.
CBT Direct’s course is designed to help learners analyze all the creative elements of branding and help determine which they
will incorporate into their marketing strategy. It demonstrates creative techniques that grab attention and shows how measurement
systems can show a brand's effectiveness and evaluate brand equity.
Strategic Brand Management
