Keeping a competitive edge and maintaining a healthy margin is the name of the game in today's tough environment. Companies continue to grapple with what the best line of business is, what the best product/brand mix is and where the next market opportunity is. Companies are increasingly moving away from products to embracing a structured brand management and development discipline to help them achieve competitiveness and profitability in the marketplace. As a Product/Brand Manager in this fast-paced and ever changing market, this requires you to combine Brand strategy and tactics along with best practice to successfully manage the brand funnel.

Foundations to Branding
• Understanding why brands grow when products/services fail
• Aligning the brand with business value principles
• The product life-cycle versus the brand funnel – review and analysis
• Setting brand objectives

The Brand Manager
• Shifting your product paradigm to a branding mindset
• Understanding the role, responsibilities and expectations of the successful brand manager

Understanding the Customer Insights
• Developing a brand value map
• Understanding why people buy
• Strategic market segmentation
• Determining and understanding the territory you own

Building a Brand with a Personality
• Developing the reason to believe in the brand
• Determine the heart, soul and mind of the brand
• Understanding the brands reach, energy and focus

Developing a Brand Positioning Strategy
• Implementing structured competitor analysis
• Positioning and differentiating the product
• Using a Proposition Generator to determine the core and clusters of the brand

Planning Brand Strategy
• Your brand as a strategic asset
• Measuring brand equity
• Developing a brand plan – strategic, tactical and operational
• Developing and planning competitive branding strategies

Brand Extensions
• Planning brand extension launch campaigns
• Brand advertising and promotional strategies
• Measuring brand profitability
• Ensuring new brand success

Application
• Developing and testing your brand’s core values and clusters
• Using the 4W method to determine customer and brand insights
• Using a Proposition Generator to generate your own brand proportion statement
• Find your discriminators – develop your ESP (emotional selling proposition)
• Using business intelligence to streamline brand management

• Learning how to make the brand funnel work for you
• Testing your product to determine whether it can become a brand
• Building the brand identity strategy
• Measuring brand personality
• Brand positioning and segmenting – establishing your brand's emotional selling proposition
• Shifting your product paradigm to a branding mindset
• Turning your product into a powerful brand
• Learning in a workshop/coaching/consulting environment

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