professional development courses

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Progressing from Product Management to Brand Management

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.

Turning 'Theory' into 'Practice'?

Driven by leading edge theory, case studies and practical action learning exercises together with industry experience and coaching during the event, this invaluable workshop will give you the foundation, methodologies, tools and techniques to succeed in moving your product to become a powerful brand.

Who should attend?

Those involved in Product/ Brand management wanting to understand how to turn their product into a brand. Brand managers wanting to test brand reality though brand mapping and measure real brand equity or to reposition their brand.

Key areas to be covered in the programme and documentation

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

• 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

Benefits to you

• 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

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac