Certified Brand Manager™ Credential

Certified Brand Manager™ covers the roles and responsibilities of brand management, the key organizational interfaces, and the use of the classical marketing "Ps" to strengthen your brand. You will explore the different levels of your brand (e.g., elements, attributes, personality and core values), and how each plays an important role in developing and maintaining strong relationships with your customers. The course will provide insights into achieving the ultimate payoff by maximizing brand equity and brand value.

The course will cover areas that include:

• Benefits of the brand to the brand-holder and the customer

• Trends in the relationship between customers and brands

• How brand management fits into the company

• The key organisational interfaces

• The components of the brand identity

• Core values

• Brand personality, attributes and elements

• Positioning your brand

• The marketing P's and how each influences the brand/customer relationship

• Customer touch points and the customer journey

• Integrated marketing communications

• Measuring and optimizing brand equity

• Brand architecture and the brand portfolio

• Developing and maintaining the brand