Training Course Description / Outline:
The Brand Management Skills Suite Computer Based Training CBT consists of the courses Brand Management: Fundamentals of Brand Management, Brand Management: Building Brand Equity, Brand Management: Managing Brand Equity, Brand Management: Developing a Brand Strategy, Brand Management: Integrated Marketing, and Brand Management: Branding on the Web. Brand Management: Fundamentals of Brand Management introduces students to essential brand information, including common branding terms, the importance of brand value, the characteristics of a good brand name and brand mark, and the responsibilities a brand manager should fulfill. The program also details the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies, and the signs that can indicate a troubled branding strategy. Brand Management: Building Brand Equity explains how brand management affects other functions in an organization, how marketing mix components can help build brand equity, and how to position a brand effectively in the marketplace. The program also details the stages for developing brand equity, the benefits brand equity provides, and the importance of maintaining brand equity. Brand Management: Managing Brand Equity explains how to manage a brand name, measure brand equity, and manage a brand on a long-term basis. The program also details the steps for creating brand extensions, the techniques for measuring brand equity, and the options for reviving brand equity. Brand Management: Developing a Brand Strategy gives you information on building, defending, and developing brand equity as well as introducing new brands. The program also explains the processes for developing secondary and sub-brands. Additionally, the program provides you with guidelines for building brand extensions and releasing a brand internationally. By applying the information in this program, you will be able to create a secondary or sub-brand, identify reasons new products might fail, and launch a brand internationally. Brand Management: Integrated Marketing gives you information about integrated brands. The program provides you a process for integrating a brand throughout your company. Additionally, the program defines brand diver components and how these components can be used to communicate an integrated brand through the appropriate media. The program also provides you with guidelines and processes for managing both financial and market resources as well as organizational structures. By applying the information in this program, you will be able to integrate a brand within your company, convey brand identity through appropriate channels, and manage your resources effectively. Brand Management: Branding on the Web gives you information about branding on the Internet. The program provides you with processes for branding on the Internet, creating a secondary brand on the Internet, and how to introduce a brand on the Internet. Additionally, the program provides you with guidelines for each process as well as guidelines for developing effective Internet brand names. By applying the information in this program, you will be able to develop an online brand, determine appropriate situations for creating secondary brands, and introduce a brand on the Internet.
Total Training Time:
12-24 Hours
The Brand Management Skills Suite includes the following courses:
Brand Management Skills Training: Fundamentals of Brand Management
Brand Management Skills Training: Building Brand Equity
Brand Management Skills Training: Managing Brand Equity
Brand Management Skills Training: Developing a Brand Strategy
Brand Management Skills Training: Integrated Marketing
Brand Management Skills Training: Branding on the Web
Training Audience:
The Brand Management Skills Suite Computer Based Training CBT is for brand managers, product managers, and marketing personnel who wish to learn to interpret the potential affects of various brand strategies and tactics and assess the value of any type of brand.
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