Certified Brand Manager

Pass The Exam At The End Of The Course And Become A Certified Brand Manager

Certified Brand Manager Concentrated Training For Brand Managers And Others Involved With Marketing Brands And Products

18 – 21 ld Out 2012 SoNovember

Hyatt Regency Hotel, Dubai, UAE

Top 5 Business Benefits 1. Understand the role of brand management and its relationship to functional marketing, product management and other key functions

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2. Strengthen your brand to develop and maintain deeper, longer lasting relationships with your customers 3. Increase your effectiveness as a brand manager and receive the industry certification, “Certified Brand Manager” from AIPMM 4. Ensure that your brand promise and your product/service delivery reinforce each other 5. Identify ways to measure and increase brand equity and brand value

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Meet Your Expert International Course Director

To be certified by the AIPMM, as a Certified Brand Manager, you need to pass the exam on the last day of the course. You may then use the designation Certified Brand Manager on your business cards and resume.

This designation is a trademark of the AIPMM.

Leland (Lee) D. Shaeffer, Managing Director of PLM Associates, helps companies improve their marketing, product management and overall product lifecycle management practices.

His expertise includes strategic business and product planning, product design, product management and marketing. As part of his practice, he has instructed numerous executive courses and workshops in the USA, Middle East, Europe and Asia, and he has often spoken at national and international conferences.

The Association of International Product Marketing and Management (AIPMM) is the world’s largest professional organisation of product managers, brand managers, product marketing managers and other individuals responsible for guiding their organisations and clients through a constantly changing business landscape. It is the only organisation that represents those who manage the entire product life-cycle throughout any industry. Currently over 8000 members strong, it has offerings in North America, Europe and the Middle East, and is expanding soon into Southeast Asia.

About The Certification Certified Brand Manager is a designation of the AIPMM. The AIPMM has a primary objective to provide educational programmes and the standards of excellence necessary for a product or brand professional to achieve professional recognition.

Through the Certified Brand Manager course, individuals have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving certified designation.

Included in the course fees are all prerequisites for applying for the Certified Brand Manager certification, membership in the AIPMM and the exam, which will be administered on the last day of the course.

Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

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Lee has held senior positions in engineering and product management at companies including Apple Computer, Unisys and Imagery/Eastman Kodak. He was also a consultant at McKinsey & Company, where he specialised in product and market strategy.

Lee is on the advisory board of the Association of International Product Marketing and Management (AIPMM) and is a Vice Chairman Emeritus of the Product Development and Management Association (PDMA).

He received the AIPMM’s “Trainer of the Year” award for 2009. He holds a BS in electrical engineering from the Massachusetts Institute of Technology and an MBA from Stanford University.

Prerequisites There are no specific prerequisites for the course. You will be sent, in advance, a list of suggested readings and supplemental information to help you prepare.

The certification exam is designed to test general business knowledge, including topics that cannot be covered in the course due to time limitations.

Candidates with an education in business and several years of experience generally score higher on the exam than those with minimal experience, but the course and exam have been proven to be a useful introduction for those with as little as several months of experience in the function.

W: www.iirme.com/brandmanager

Certified Brand Manager 18 –S21 ld Out2012 oNovember

Hyatt Regency Hotel, Dubai, UAE

Course Overview Certified Brand Manager covers the roles and responsibilities of brand management, and how these are evolving over time, the key organisational 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. Overall, the course will provide insights into achieving the ultimate payoff by maximising brand equity and brand value. The exam at the end of the course will help you meet all the prerequisites to become a “Certified Brand Manager”.

Who Should Attend?

This course is designed for brand managers and those responsible for creating and strengthening a company’s brands. In addition, it is useful for people who interact with brand managers, and who are responsible for marketing products and services.

• Brand managers and those responsible for managing the function • Marketing managers • Product managers, product marketing managers and others responsible for marketing products • Business managers and others wanting to become more knowledgeable about the role of their brand Course Timings: Registration will be at 07:30 on Day One. Course sessions will start promptly at 08:00 and end at 14:30.

There will be two short breaks for refreshments and lunch will be served at the end of each day’s sessions.

Course Outline Day One Introduction And Course Objectives To begin the course, delegates will identify the major challenges facing them so that the course director can focus the discussions on the issues that are most relevant and valuable.

Overview: The Importance Of The Brand While brands have existed for thousands of years, they are taking on increasing importance as companies find it harder to differentiate themselves based on products. This section will discuss trends in role of the brand in customers’ lives and provide perspective for the material that follows.

• Benefits of the brand to the brand-holder and the customer • Trends in the relationship between customers and brands

The Role Of Brand Management This section examines the traditional role of the brand manager in the organisation and how it is evolving.

• The traditional roles and responsibilities of brand management • How the function fits into the company • The key organisational interfaces

Action Learning Exercise: Understanding The Job Of The Brand Manager

Introduction To Brand Identity The brand identity is the entirety of the brand that serves as the basis of the relationship with the customer. This section introduces the components and their relationship to each other. The following sections discuss each of the components in further detail.

• The components of the brand identity and the contribution of each to the total • Why brand identity is much more than the visible elements such as name and logo

The Components Of Brand Identity You will take a more in-depth look into each of the components of brand identity, how they can be measured and how they can be improved.

• Core Values: The foundation upon which the other components are built

Action Learning Exercise: The Core Of Your Brand

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Day Two

Day Four

The Components Of Brand Identity (Contd.)

Brand Architecture And The Brand Portfolio

• Brand Personality: The set of human characteristics associated with a given brand

Action Learning Exercise: Brand Personality • Brand Attributes: Objective and subjective (emotional) associations assigned to a brand by customers, prospects and other stakeholders • Brand Elements: The sensory cues that help identify and differentiate a brand (e.g., name, logo, color)

Action Learning Exercise: The Components Of Brand Identity

Positioning Your Brand A brand should occupy a clear, distinct and desirable position in the minds of the customers and prospects. In this section, we will cover: • Key considerations in establishing/reinforcing the brand and product positioning • Proven ways you can position your brand • Achieving alignment between the promise of the brand and the delivery of its products • The brand promise and its relationship to the brand position

In this section, we will examine how the different brands within an organisation relate to each other: • Different brand structures and the advantages/ disadvantages of each • The role of sub-brands, flanker brands, fighters and prestige brands • Identifying problems and opportunities in the brand portfolio

Action Learning Exercise: Brand Architecture And Brand Portfolio

Developing And Maintaining The Brand The brand must be developed and maintained in order to stay vibrant in the face of changing market trends and competitive assaults. This section discusses: • The various activities involved in brand development and maintenance • When things go astray: Brand repair, revitalisation and disposal • Disposing of a brand: When should this be considered?

Deferred Discussion And Additional Topics

Action Learning Exercise: The Product/Brand Alignment

While most questions are addressed during the interactive sections, in the interest of remaining on schedule some issues may get deferred until this point in the course. In addition, as time allows, we can explore other topics that are of interest to the delegates.

Day Three

The Certified Brand Manager Exam

Leveraging The Marketing Mix In this section, we will discuss how to use the seven marketing “Ps” to strengthen the brand and reinforce brand positioning.

• The marketing Ps and how each influences the brand/ customer relationship • Customer touch points and the customer journey • Enhancing the customer experience • Integrated marketing communications

Action Learning Exercise: Leveraging The Marketing Mix

Measuring Brand Equity The ultimate goal of the strategic brand manager is to optimise brand equity and, ultimately, maximise brand value. This section examines: • Methods of measuring brand equity • How to optimise brand equity and brand value

During this course, Lee Shaeffer will use examples and case studies from successful companies to illustrate “best practices” and other specific learning that you can adapt to your organisation. These companies include but are not limited to: • Coca Cola • Colgate • Apple Computer • Virgin • Proctor and Gamble • Unilever • Johnson & Johnson • McDonalds • Disney

• Mercedes • Intel • Nike • Google • Facebook • Toyota • IBM

T: +971 4 335 2437 F: +971 4 335 2438 E: register@iirme.com W: www.iirme.com/brandmanager

Certified Brand Manager 18 – S 21oNovember ld Out 2012

Hyatt Regency Hotel, Dubai, UAE

FIVE WAYS TO REGISTER +971 4 335 2437

IIR Holdings Ltd. P.O Box 21743, Dubai, UAE

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www.iirme.com/brandmanager

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com Event Certified Brand Manager (BC4647)

Date

Course Fee before 2 September 2012

Course Fee before 23 September 2012

Final Fee

18 – 21 November 2012

US$ 3,895

US$ 4,395

US$ 4,695

Sold Out

BC4647

Would you like to run this course in-house?

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive an IIRME Certificate of Attendance.

Save training $$ and create learning experiences relevant to your business. To customise this course and increase value and impact, contact Leigh Kendall on +971 4 407 2624 or email the team at cts@iirme.com

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