Branding Training from CBT Direct

Strategic Brand Management Curriculum Outline

Introduction to Brand Management

Overview/Description
There are three ingredients every company needs for branding success: a brand manager, a brand, and the consumer. But how do these ingredients relate and what are they comprised of that makes them so important? This course will demonstrate how each ingredient reacts to the other in order to create a valuable, long-lasting brand. First, you will learn about the responsibilities of a brand manager, from conception of a brand to building, evaluating, and maintaining brand equity. Then, you will be introduced to a brief history of branding and its intended purpose. This also includes the elements of a great brand, and current trends in branding. Finally, you will recognize the components and intricacies that make up your consumer, how to appeal to the consumer, and one of the most important facts of all: how the consumer dictates your brand equity. By the end of this course, you will apply all of these ingredients and assemble a recipe of your own as a foundation for effective management of your brand.

Target Audience
This course is an overview for managers, brand managers and marketing personnel who wish to conceive, build, improve and maintain a successful brand identity for their products and company.

Expected Duration
3.5 hours

Lesson Objectives:

Brand Management

Recognize the benefits of utilizing a brand manager.

Identify the responsibilities of a brand manager.

Evaluate brands to identify the components of brand equity.

Use Porter's Method of Competitive Strategy to implement a marketing strategy for a brand in a given scenario.

Identify appropriate steps for evaluating brands in a given scenario.

The Brand

Recognize the benefits of having an effective brand.

Identify examples of business properties that can be branded.

Determine the appropriate strategy for a product within the brand hierarchy in a given scenario.

Evaluate the effectiveness of the creative elements in brands.

Identify a strategy to negotiate trends in the marketplace.

Knowing the Consumer

Recognize the benefits of knowing your consumers.

Analyze a question used in consumer research to determine which method was used.

Identify examples of sales promotional tools.

Analyze a brand to determine where the consumer adoption process failed.

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Building Brand Equity

Overview/Description
Every time a corporate merger or buy-out occurs, you are sure to see plenty of headlines about the number of subsidiary companies each corporation owns. Here's why: brand equity. It's a fact that each subsidiary of a corporation has a value linked to its brand names, in addition to its base dollar-value. This value is measured by the consumer's attitudes and loyalties toward the brand. Brand equity adds dollar-value to a company's worth. So, what are the components that make brand equity? How do you create brand equity? How do you make your company worth more in the consumer's eyes? This course will answer each of these questions in depth. You will analyze the components of brand equity. You will utilize the psychology of a consumer's perceptions and apply helpful techniques to build your brand equity. Finally, you will construct a marketing support program with the aim of appealing to your consumers and improving their perceptions of your brand. This is all done in an effort to get consumers to build up and reinforce your brand equity. By the end of this course you will construct a strategy to build brand equity and effectively market your brand to your consumer.

Target Audience
This course is for brand managers and marketing personnel who wish to implement strategies to build and improve successful brand equity for their products and company.

Expected Duration
3.5 hours

Lesson Objectives:

What Is Brand Equity?

Recognize the benefits of developing brand equity.

Match the characteristics of brand equity with examples of consumer responses.

Match typical consumer activities to their associated steps in the new brand adoption process.

Match specific marketing activities to their associated steps in the new brand adoption process.

Select marketing activities which model effective strategies for building a strong brand.

How Is Brand Equity Created?

Recognize the benefits of building positive consumer perceptions of a brand.

Analyze a brand to determine the strengths and weaknesses of its specific brand elements in a given scenario.

Apply effective marketing strategies to build brand awareness for an organization's products in a given scenario.

Determine an effective benefit strategy for building a positive brand image based upon market conditions in a given scenario.

Analyze the market conditions of a hypothetical company to determine whether a brand has been effectively positioned in the marketplace.

Using Marketing Programs to Build Brands

Identify the benefits of utilizing marketing programs.

Match the product strategies with effective marketing activities to build brand equity for a hypothetical brand-name product.

Apply an appropriate pricing strategy to address specific market conditions presented in a scenario.

Determine the distribution channel strategies that are most appropriate for a specific product in a given scenario.

Match marketing activities to the effective strategies for combating private label brands.

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Managing the Creative Elements of Brands

Overview/Description
Did you know there are 25 brands of laundry detergent? What influenced you to choose the brand you use? Was it the name? The logo? Maybe it was the clever slogan or catchy jingle. Was there a cute, cuddly character in the advertisement? Perhaps it was the packaging design. It could be one of these factors or a combination thereof, but the fact still remains: out of 25 brands of laundry detergent, you decided only one of them is good enough to wash your clothes. It's a tough market, so what can you do to stand out? This course is designed to help you analyze all the creative elements of a brand in order to help you build your company's brand equity. The first lesson in this course demonstrates how your brand can make a great impression on consumers. The next lesson shows you how to brand your products with the perfect name and logo. This course enables you to determine if a jingle, slogan, or fictional character may be necessary to animate your brand. Finally, disclosing the secrets of designing eye-catching packaging and legally protecting your brands through copyrights, patents, and trademarks will round out this course. Replete with real-life examples of brands that work and some that have failed, this course will supply you with plenty of strategies to help your brand equity improve and stand out from the rest.

Target Audience
This course is for brand managers and marketing personnel who wish to implement creative strategies to conceive, build, and improve brand equity for their products and company.

Expected Duration
3.5 hours

Lesson Objectives:

Your Brand's First Impression

Recognize the benefits of an effective brand.

Match the aspects of an actual brand to the corresponding traits of effective brands.

Match specific aspects of a real brand to the functions of effective brands.

Creating Names and Logos for Your Brands

Recognize the benefits of an effective brand name and logo.

Classify actual brand names according to effective brand name criteria.

Determine effective marketing activities that apply the sequential steps for naming a brand given a specific brand and marketing condition.

Examine a hypothetical brand name to determine whether it communicates the three messages of an effective brand name.

Match actual brand logos to the logo category they represent.

Slogans, Jingles, Characters, and Packaging

Recognize the benefits of an effective jingle, slogan, character, and package design for a brand.

Classify actual slogans according to the four effective types of slogans.

Identify the three components of effective jingles.

Examine a hypothetical brand character to determine its effectiveness in enhancing brand awareness.

Examine a hypothetical brand's packaging to determine its marketing effectiveness.

Protecting Your Brand

Recognize the benefits of legally protecting a brand.

Determine whether copyright infringement has been committed in a hypothetical scenario.

Select an effective strategy for protecting an organization's brand elements from trademark infringement in a given scenario.

Classify actual product packaging with the type of patent that would protect it.

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Promoting Your Brand to Consumers

Overview/Description
Have you ever experienced one of those days when you hear a brand name and then start noticing that brand name at every turn? You hear a contest promotion on the radio, get a coupon in a magazine, see a commercial on the television, or notice a celebrity endorsement on a billboard. It's as if, suddenly, someone flipped a switch and that brand name appeared out of thin air. What do you call that phenomenon? Integrated marketing communication: the act of generating awareness for your product or company through the use of multiple forms of media. However, there are over 220 forms of media. Which is right for you and your company's brand? How do you determine this? This course begins with the primary tools of the trade: advertising, personal selling, public relations, and promotions. Your next step is utilizing specialized marketing tools like co-branding, ingredient branding, sponsorship, and licensing. And finally, you learn how to devise a communication program that best fits your brand and creates awareness. By the end of the course, you will implement an integrated marketing communication plan designed to rally maximum awareness for your brand.

Target Audience
This course is for brand managers and marketing personnel who wish to implement strategies to conceive, build, and execute a successful integrated marketing communication program for their organization's brand identity.

Expected Duration
3.0 hours

Lesson Objectives:

Primary Marketing Tools for Generating Awareness

Recognize the benefits of using traditional types of tools for generating brand awareness.

Match the media to the advantages they represent.

Sequence the events in a hypothetical personal selling situation according to the five steps of the personal selling process.

Associate an organization's public relation's activities to the components of an effective public relations plan that they best represent.

Determine a marketing strategy that best meets the marketing objectives in a given scenario.

Specialized Marketing Tools for Generating Awareness

Recognize the benefits of using specialized marketing tools for generating brand awareness.

Identify the characteristics that make a brand suitable for licensing opportunities.

Match the types of sponsorship to the advantages they represent.

Evaluate the co-branding strategy followed by two companies to recommend how to improve its effectiveness in a given scenario.

Reaching Consumers with an IMC Plan

Recognize the benefits of using an effective Integrated Marketing Communications plan.

Match the definition to the stages in the information storage process.

Match consumer purchasing behaviors to the decision-making model they best demonstrate.

Match integrated marketing communication plans of organizations with components from each IMC plan.

Evaluate an Integrated Marketing Communication (IMC) strategy in an objective-specific marketing scenario to recommend how to improve its effectiveness.

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Evaluating Brand Effectiveness

Overview/Description
Your company spends a lot of time and energy creating and building brand name products. From the most memorable name, to the most enticing packaging, to the perfect combination of media, you want everything to be right. Now the question is: Is it working? This course explores why you need measurement systems to examine your brand's effectiveness with consumers and to evaluate your brand equity. Where can you start? By learning everything you can about your target market's knowledge structures. Measuring knowledge structures leads to the unveiling of where your brand ranks in the consumer's mind. You will apply qualitative research methods and evaluate quantitative research methods that will test brand awareness, brand image, low and high level brand associations, brand recall, and brand recognition. All of these tests reveal motivation as to why consumers purchase and remain loyal to your brand. This course concludes by explaining the importance of a brand equity measurement system and all of its pertinent components. Through the use of brand audits and tracking studies, you will apply strategies for monitoring and evaluating your brand equity. Finally, you will establish a management system to keep all your brand research organized and easily accessible. The power of your brand lives in the mind of the consumer and in the worth of its brand equity, so the more you know, the more impact your brand will have in the marketplace. By the end of the course, you will apply an ongoing program to monitor, evaluate, and organize your research covering the effect of your brand on consumers and the strength of your brand equity. Both of these areas, when managed expertly, grant long-term success for your brand in the marketplace.

Target Audience
This course is for brand managers and marketing personnel who wish to implement strategies to monitor, evaluate and organize consumer and brand research.

Expected Duration
6.0 hours

Lesson Objectives:

Consumer Knowledge Structures and Your Brand

Recognize the benefits of measuring brand equity using consumer knowledge structures.

Match comparative consumer research methods to the research goals each accomplishes.

Identify the marketing approaches associated with each of the holistic methods for measuring brand value.

Match qualitative research methods to the marketing activities they best represent in a focus group scenario.

Use marketing activities to effectively apply the guidelines for qualitative research in a given scenario.

Identify definitions of the research methods for effectively measuring brand awareness and brand image.

Evaluate a focus group and recommend marketing activities for improving the effectiveness of quantitative research methods in a given scenario.

Implementing a Brand Equity Measurement System

Recognize the benefits of implementing a measurement system for your brand.

Identify the components that comprise a brand equity measurement system.

Match the steps of the brand audit process to the activities performed by a marketer.

Identify definitions of each step to designing a tracking study.

Use the steps in a tracking study process to design an effective tracking study in a given scenario.

Identify the steps to establishing an effective management system.

Use the management system process to design an effective management system for organizing brand equity research in a given scenario.

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Managing and Maintaining Brand Equity

Overview/Description
There's a common saying: The only thing constant in life is change. This is especially true when it comes to managing brands. Look at Coca-Cola and how it spawned several brand extensions such as Diet Coke and Cherry Coke. Then there was a brief, but widely publicized, brand crisis caused by New Coke, which resulted in the reintroduction of Coca-Cola Classic. This is an example of how, over time, new competitors come into the market, consumer tastes change, fashions come and go and even lifestyles change. How can you respond successfully? By being ready for change and having a plan of action. This course gives brand managers, and anyone involved in marketing, an awareness of the ongoing spectrum of issues involving brand management, as well as step-by-step strategies to help your brand survive--and even thrive--in a competitive market. So, what opportunities, influences and threats does your brand face? Lesson one explores making the most of your brand's potential by identifying the conditions needed for creating an effective and long-lasting brand extensions. You will also learn of other strategies to revitalize your brand by expanding brand awareness or by improving brand image. Then you will determining if your brand is avoiding the three major categories of branding pitfalls. Finally, you will use a RolePlay to negotiate a brand crisis using a comprehensive and effective three-step process. The second lesson of this course introduces you to the social, legal, and global domain of branding. It's up to you to steer your organization's brand clear of negative social implications by recognizing ethical dilemmas. You must be ever-vigilant to avoid action taken towards you by the FTC and any other legal complications that could bring harm to your brand. To help you to do this, you will practice identifying and solving potential legal problems with advertisements. The course concludes by allow you to use a specific decision-making process for the next logical step for your brand: globalization. By the end of the course, you will apply effective brand management practices to a variety of situations and make successful brand management decisions to increase your brand's upward momentum.

Target Audience
This course is for brand managers and marketing personnel who wish to implement strategies to build, improve, and maintain a successful brand identity for their products and company.

Expected Duration
4.5 hours

Lesson Objectives:

Making the Right Decisions for Your Brand

Recognize the benefits of effectively managing your brand's potential.

Select the appropriate product conditions for creating an effective brand extension.

Identify the strategies associated with the two methods for revitalizing interest in a brand.

Apply the appropriate method to effectively revitalize consumer interest for a brand in a given scenario.

Match the three types of branding pitfalls to appropriate examples.

Identify the three steps and their associated purpose for effectively managing a brand crisis.

Use the crisis management process to manage a brand crisis in a given scenario.

Ethical, Legal, and Global Branding Concerns

Recognize the benefits of responding to ethical, legal, and global branding concerns.

Match examples of potential ethical branding concerns to their appropriate category.

Identify the six common types of potentially illegal forms of advertising according to the FTC.

Evaluate an advertisement to recommend corrective actions based on areas of potential legal concern according to FTC guidelines.

Identify the three steps and associated definitions for making a global branding decision.

Apply the decision-making steps for introducing a brand into a global market in a given scenario.

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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