Certified Brand Manager

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Course Overview

The “Certified Brand Manager” program is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands. The workshop provides tools and knowledge for developing, strengthening and maintaining a brand or portfolio of brands. It covers:
→ The roles and responsibilities of brand management;
→ How these evolve over time, the key organisational interfaces, and the use of the classical Marketing “Ps” to strengthen a brand.
→ The different levels of the brand (e.g., elements, attributes, personality & core values)
→ How each plays an important role in developing & maintaining strong relationships with customers.
Overall, the course will provide insights into achieving the ultimate payoff by maximising brand equity and brand value. The exam at the end of the course will help you meet all the prerequisites to become a “Certified Brand Manager”.
Certification Credentials
Through the Certified Brand Manager course, individuals have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving the certified designation. The workshop includes an exam and all other prerequisites to qualify for the “Certified Brand Manager” professional certification from the Association of International Product Marketing & Management (AIPMM).

Key Takeaways

Increase your effectiveness as a brand manager by learning industry best practices used successfully all over the world
Earn a globally recognized certification credential to boost your career as a Certified Brand Manager
Learn how to create stronger relationships between your brand and your customers
Understand the role of brand management and its relationship to functional marketing, product management and other key stakeholders
Bring tangible growth results to the organization as part of a strong brand team

Association of International Product Marketing & Management
Brand Logo
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides value to its individual members, corporate members, strategic partners and sponsors by providing valuable content, training, education, certification and professional networking opportunities. The AIPMM Seven Phase Product Lifecycle Framework is a vendor independent Product Management and Product Marketing standard that takes into account best practices used in a wide range of companies and industries. This ensures that the most modern and up to date challenges faced in product management and product marketing are addressed for today’s environment. The Framework is part of the AIPMM Product Body of Knowledge (ProdBOK) that was developed with input from over 50 experts and endorsed by more than half a dozen consulting companies. The Framework includes seven distinct product phases, from Conceive to End of Life, and covers all aspects during the entire product lifecycle.

Course Outline

Day 1
Introduction & Course Objectives
To begin the course, the participants will identify the major challenges facing them, so the instructor can focus various parts of the discussion on the issues that are most relevant and valuable.
Day 2
PLANNING/Building Brand Management Programs
A well-designed Brand Management Process helps to align an organization around the direction, the choices, and the tactics needed for a brand to achieve the organization goals. In this portion of the training, we will focus on the best-in-class methods for designing, planning, and executing the brand management process of the organization.
Introducing Brands and Brand Management
What is a Brand and Why Does it Matter?
What can be Branded?
The Brand Management Process
Exercise: What do brands mean to me?
Creating a Brand Strategy
CBBE Customer Based Brand Equity
The Brand Value Chain
Brand Building in 4 Steps
Exercise: Examining strong brand positions
Creating and Executing Brand Marketing Programs
Choosing Strategic Brand Elements
Creating Effective Brand Marketing Programs
Leveraging Brand Relationships
Exercise: Brand elements
Day 3
MEASURING Brand Performance
Marketers need timely, accurate, and actionable data in order to inform business decisions in both the short and long term. In this section, course participants will learn how qualitative and quantitative brand research, in addition to performance tracking, is utilized to ensure growth over time.
Creating a Brand Equity Measurement and Management Process
Effective Research Techniques to Measure Brand Equity
Qualitative Methods
Quantitative Methods
Understanding Market Performance Outcomes of Brand Equity
Exercise: Marketing assessment questionnaire
Day 4
How can one create a strong brand and sustain it? Generic terms like product quality, differentiation, and effective positioning are often mentioned, but usually as generic concepts. In this part of the training, participants will learn how to use strategic frameworks and concepts based on specific value-enhancing actions that establish and sustain successful brands.
Creating a Strategic Brand Architecture
Brand Extensions
Maintaining the Brand Long-Term
Managing Brands Across Cultures & Segments
Exercise: Brand extension evaluation

Who Should Attend?

This highly practical and interactive course has been specifically designed for
This course is designed for brand managers and those responsible for creating and strengthening a company’s brands. In addition, it is useful for those who interact with brand managers and those who are responsible for marketing goods and services.
→ Brand Managers and those responsible for managing the function
→ Marketing managers, product managers, product marketing managers and others responsible for marketing products
→ Business managers and others wanting to become more knowledgeable about the role of the brand and its impact on the business

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What language will the course be taught in and what level of English do I need to take part in an LEORON training program?
Most of our public courses are delivered in English language. You need to be proficient in English to be able to fully participate in the workshop and network with other delegates. For in-house courses we have the capability to train in Arabic, Dutch, German and Portuguese.
Are LEORON Public courses certified by an official body/organization?
LEORON Institute partners with 20+ international bodies and associations.We also award continuing professional development credits (CPE/PDUs) for:1. NASBA (National Association of State Boards of Accountancy) 2. Project Management Institute PDUs 3. CISI credits 4. GARP credits 5. HRCI recertification credits 6. SHRM recertification credits
What is the deadline for registering to a public course?
The deadline to register for a public course is 14 days before the course starts. Kindly note that occasionally we do accept late registrations as well, but this needs to be confirmed with the project manager of the training program or with our registration desk that can be reached at +1071 4 1075 5711 or
What does the course fee cover?
The course fee covers a premium training experience in a 5-star hotel, learning materials, lunches & refreshments, and for some courses, the certification fee and membership with the accrediting bodies.
Does LEORON give discounts?
Yes, we can provide discounts for group bookings. If you would like to discuss a discount on a corporate level, we will be happy to talk to you.