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Introduction to Brand Management

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• 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.
• Estimated Duration: 3.5
• 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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