Brand Management

Instituto de Empresa
Madrid, Spain

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' The program features several stimulating modules that address numerous issues of concern to Senior Managers and Brand/Marketing professionals. Topics to be discussed include:

The New Strategic Role of Brands - Setting a Framework

In our opening sessions we will lay the foundation for understanding how brands have evolved into highly strategic assets that, when properly managed, can be a tremendous source of differentiation, engender true customer loyalty and fuel profitable growth. We will not only discuss the theory, but also dive into detailed case studies on some of the most successful brands in the world.

Targeting �Focusing on the right customer segments

New consumer, customer and media dynamics is making it more difficult to reach consumers. A good target definition is the first step to create a strong brand. But�

�How to choose a target?
�What is a strategic target?
�How to make it actionable?

Brand Identity �Defining brands that truly matter

Consumers and customers don’t read our strategies; they just see and react to what we show to them and how they experience our organizations. Our brand identity is the promise we make our customers and the basis on which we build strong profitable customer relationships. Getting it right is key to make the right impression and stand out from the crowd.

Brand Architecture and Brand Portfolio Strategy �Organizing our brands to win in the market place

In today’s world, creating a new brand is an ever difficult (and expensive) task and companies are looking to extend the brands into adjacent market segments. Creating a robust brand architecture and portfolio strategy is key to success.
�What is brand architecture and brand portfolio strategy?
�Which brands should do it?
�How can we grow out brand to its maximum potential?
�Stages of brand architecture.

Brand Implementation �Bringing our brand strategies to life

A brand strategy is only as good as its implementation plan. In moving from Power Point to reality, organizations need to understand how customers experience the brand across all customer touch points and develop implementation plans accordingly.

�What does a world-class brand implementation plan look like?
�How do we create a customer experience that delivers the promise of the brand?
�How do we implement our brands internally?
�How do we develop a brand-driven culture in the organization?
�How do we manage the internal politics of launching a new brand strategy?

Metrics �Measuring our way to success

What is not measured is not managed. To have a comprehensive set of metrics is key to understand where we stand. But too much information can be as damaging as too little.

Guest Speaker �Insights from the front line

We will have the opportunity to hear from one of the leading Sr. Brand Managers in Spain who will not only explain strategic brand management within their organization, but also highlight some of the challenges and opportunities in implementing world-class brand strategies.

Key Success Factors and Conclusions

In our closing session we will summarize the key topics, ideas and frameworks discussed during the three days and highlight the key success factors that, based on the faculty’s professional business experience, will enable success in future strategic brand initiatives ...''

Phone:+34 915 689 600

School Address:

Instituto de Empresa
María de Molina, 11
28006 Madrid
Spain

Jobs & Resumes: Madrid
Houses & Roommates: Madrid

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