Strategic Brand Management

Driving Brands to Prosperity

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5 Found
Date Duration Venue Fees
13-17 May 2024 5 Days London - UK US$5,450 Register
08-12 Jul 2024 5 Days Dubai - UAE US$4,450 Register
21-25 Oct 2024 5 Days Dubai - UAE US$4,450 Register
02-06 Dec 2024 5 Days Dubai - UAE US$4,450 Register

Course Overview

The market is changing. Increased competition, reduction of profit margins, the growth of new product assortment and the accumulation of innovation require the development of new strategic ideas that provide flexibility and adaptation for each of the players to grow and achieve their objectives. Redesigning the strategic factors that affect this process and measuring the tactical effectiveness of products and brands leads to a more viable and thriving future. In modern years, competition, technology, and environmental issues have radically changed consumer behaviour and related products that satisfy their specific needs and want. Online shopping, social media, search engines, product variety and many more have reduced the product life span, urging businesses to strive for new, advanced, environmentally friendly products.

In addition to theoretical knowledge, this Strategic Brand Management training course gives particular weight to case studies so that participants can gain from real product and brand development stories and be able to design innovative products and brands. The programme focuses on the development of brands and the necessary skills marketers should possess in making managerial decisions related to the product mix and branding. It examines products and branding from all perspectives, its brief, formulation, and implementation. This will include the personality and character of a brand or product and how it influences consumer behaviour.

Course Objectives

This training course provides its participants with skills that develop the ability to make decisions relevant to branding and strategic product development with engagement in technology and innovation.

After the training course, the participants will learn to:

  • Define why brand management is important
  • Explain the strategic brand management process
  • Describe the elements of brand management
  • Examine the benefits of generating product strategy plans
  • Identify market niches that can be more efficient for their brands
  • Use product market indicators and take constructive action
  • Design their branding program based on market conditions

Target Audience

This training course is aimed at all types of marketers, salespeople, and businessmen to develop their skills to become more consumer-oriented in their product mix.

It is suitable for a wide range of working professionals, including (but not limited to) the following:

  • Marketing and Sales Directors
  • Marketing Professionals
  • Small Business Owners/Managers
  • Sales Managers
  • Client Service Managers
  • Operation Managers
  • Business Development Managers
  • Sales Supervisors
  • Promoting Salespeople and Representatives
  • Anyone interested in engaging with product and branding activities

Training Methodology

This training course uses a combination of interactive presentations and live discussions. It will be supported with case study workshops, videos, models, tables, and charts to consolidate learning and discussion of the findings. A summary recap will be by the end of each day, linking up the topics to formulate a complete training programme. Upon request, it can include a final multiple-choice test on the material as a learning evaluation method.

Course Outline

Day One

Marketing Principles

  • The Marketing Mix and Concept
  • Consumer Behaviour and Market Segmentation
  • Marketing Digitalisation Strategy
  • Online Marketing Operations
  • Marketing Project Management
Day Two

Product Management

  • Consumer and Convenience Products: What is a Product?
  • Product Family – Product Class – Product Line – Product Type
  • Product Quality Implications
  • Product Packaging, Labeling, and Design
  • The Related Product Service and Warranties
Day Three

The Product Mix - Elements and Models

  • Product Life Cycle and the BCG Matrix
  • Product Extensions and Varieties
  • Pricing of Products and Elasticity
  • Product Advertising and Promotion
  • Product Distribution and Channel Selection
Day Four

Brand Strategy: Key Branding Criteria

  • What is a brand?
  • The Importance of Brands in Marketing
  • Strategic Benefits of Branding
  • The Strategic Brand Management Process
  • Brand Value – Brand Focus
Day Five

Major Branding Decisions

  • Principles of Brand Management
  • Brand Identity and Personality
  • Brand Positioning and Innovation
  • Private or Licensed Brands
  • Co-branding or Multibranding


Upon successful completion of this training course, Newage Certificate will be awarded to the delegates.

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