Certified Brand Manager

How brand aware are you?

Turn over to test your logo knowledge

Attend This Exam Preparation Course To Help You Pass And Gain The Certified Brand Manager Credential

Certified Brand Manager

Certified By:

Use the designation Certified Brand Manager on your business cards and resume 16 – 19 February 2014 • The Address Hotel, Dubai Marina, Dubai, UAE 8 – 11 June 2014 • Dusit Thani Hotel, Dubai, UAE 19 – 22 October 2014 • The Address Hotel, Dubai Marina, Dubai, UAE

Top 3 Business Benefits 1.

Your Expert International Course Director

Increase your effectiveness as a brand manager and receive the industry certification, “Certified Brand Manager” from AIPMM

2. Strengthen your brand to develop and maintain deeper, longer lasting relationships with your customers 3. Understand the role of brand management and its relationship to functional marketing, product management and other key functions

Organised by:

Leland (Lee) D. Shaeffer Managing Director PLM Associates

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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. 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 to the AIPMM and the exam, which will be administered on the last day of the course.

Please Note: This is an exam preparation course. There will be an emphasis on topics tested in the exam.

Additionally, the certification exam is designed to test general business knowledge, including topics that are not covered in the course.

This course covers the fundamentals of brand management and we encourage all delegates looking for a more strategic and in-depth approach to contact us for further details on our other related courses.

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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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Meet Your Expert International Course Director 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.

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.

“Lee is highly knowledgeable on local, regional and international brands. He used case studies, videos and real time examples to explain the subject practically and in detail. He focused on answering specific company questions where delegates found challenges in their workplace. This has been an amazing course.

As the brand guardian for my company everything I learnt is directly related to my job.”

Lamees Al Mirza, Zain, Bahrain

“Lee has vast experience on the subject matter. By incorporating real life examples as well as jokes he made the course very interesting and engaging.”

Njideka Eneh-Gabadan, Properties Limited, Nigeria

Who Should Attend?

This exam preparation course is ideal for people who wish to refresh their memory on sound theory and prepare for the exam to gain the Certified Brand Manager credential.

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

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How brand aware are you?

Visit www.iirme.com/certbrandmanager and take the test to see how many logos you can identify

16 – 19 February 2014 • The Address Hotel, Dubai Marina, Dubai, UAE 8 – 11 June 2014 • Dusit Thani Hotel, Dubai, UAE 19 – 22 October 2014 • The Address Hotel, Dubai Marina, Dubai, UAE 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 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”.

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 are not covered in the course.

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 useful introductions for those with as little as several months of experience in the function.

Course Outline

Action Learning Exercise: Understanding The Job Of The Brand Manager

Day One

Brand Architecture And The Brand Portfolio Introduction And Course Objectives

In this section, we will examine how the different brands within an

To begin the course, delegates will identify the major challenges facing

organisation relate to each other:

them so that the course director can focus the discussions on the

•

issues that are most relevant and valuable.

Different brand structures and the advantages/disadvantages of each

• Overview: The Importance Of The Brand

The role of sub-brands, flanker brands, fighters and prestige brands

While brands have existed for thousands of years, they are taking

•

Identifying problems and opportunities in the brand portfolio

on increasing importance as companies find it harder to differentiate themselves based on products. This section will discuss trends in the

Action Learning Exercise: Brand Architecture And Brand Portfolio

role of the brand in customers’ lives and provide perspective for the material that follows.

Introduction To Brand Identity

•

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

The brand identity is the entirety of the brand that serves as the

•

Trends in the relationship between customers and brands

basis of the relationship with the customer. This section introduces the components and their relationship to each other. The following

The Role Of Brand Management

sections discuss each of the components in further detail.

This section examines the traditional role of the brand manager in the

•

organisation and how it is evolving.

each to the total

•

The traditional roles and responsibilities of brand management

•

How the function fits into the company

•

The key organisational interfaces

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The components of the brand identity and the contribution of

•

Why brand identity is much more than the visible elements such as name and logo

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Day Two

•

Customer touch points and the customer journey

•

Enhancing the customer experience

•

Integrated marketing communications

The Components Of Brand Identity You will take a more in-depth look into each of the components

Action Learning Exercise: Leveraging The Marketing Mix

of brand identity, how they can be measured and how they can be improved.

Measuring Brand Equity

•

Core Values: The foundation upon which the other components

The ultimate goal of the strategic brand manager is to optimise brand

are built

equity and, ultimately, maximise brand value. This section examines:

Action Learning Exercise: The Core Of Your Brand

•

Methods of measuring brand equity

•

How to optimise brand equity and brand value

The Components Of Brand Identity (Contd.)

•

Day Four

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

Developing And Maintaining The Brand The brand must be developed and maintained in order to stay vibrant

Action Learning Exercise: Brand Personality

in the face of changing market trends and competitive assaults. This section discusses:

•

Brand Attributes: Objective and subjective (emotional)

•

The various activities involved in brand development and

associations assigned to a brand by customers, prospects and •

maintenance

other stakeholders

•

When things go astray: Brand repair, revitalisation and disposal

Brand Elements: The sensory cues that help identify and

•

Disposing of a brand: When should this be considered?

differentiate a brand (e.g. name, logo, color) Deferred Discussion And Additional Topics

Action Learning Exercise: The Components Of Brand Identity

While most questions are addressed during the interactive sections, in the interest of remaining on schedule some issues may get deferred

Positioning Your Brand

until this point in the course. In addition, we will discuss specific

A brand should occupy a clear, distinct and desirable position in the

learning objectives that have been identified by the delegates and that

minds of the customers and prospects. In this section, we will cover:

have not yet been covered and, as time allows, other topics of interest.

•

Key considerations in establishing/reinforcing the brand and product positioning

•

The Certified Brand Manager Exam

Proven ways you can position your brand

“Lee displayed strong knowledge of the training

Action Learning Exercise: Positioning Your Brand

material. His teaching skills are very strong. The

Day Three

training gave me a holistic view of the subject.”

The Brand Promise And Brand Purpose

Rani Rikabi Sukkari, Product Manager, MBC Group, UAE

A strong brand includes one or more promises and an over-arching purpose that customers and employees alike find attractive and motivating. This section explores: •

The brand promise and its relationship to the brand positioning

During this course, Lee Shaeffer will use examples and

•

Achieving alignment between the brand promise and what the

case studies from successful companies to illustrate “best

product actually delivers

practices” and other specific learning that you can adapt to your

The importance of brand purpose and how it motivates employees

organisation. These companies include but are not limited to:

•

•

Coca Cola

•

Disney

•

Colgate

•

Mercedes

•

Apple Computer

•

Intel

Leveraging The Marketing Mix

•

Virgin

•

Nike

In this section, we will discuss how to use the seven marketing “Ps” to

•

Proctor and Gamble

•

Google

strengthen the brand and reinforce brand positioning.

•

Unilever

•

Facebook

•

The marketing “Ps” and how each influences the brand/customer

•

Johnson & Johnson

•

Toyota

relationship

•

McDonalds

•

IBM

Action Learning Exercise: The Brand/Product Alignment

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Certified Brand Manager

16 – 19 February 2014 • The Address Hotel, Dubai Marina, Dubai, UAE 8 – 11 June 2014 • Dusit Thani Hotel, Dubai, UAE 19 – 22 October 2014 • The Address Hotel, Dubai Marina, Dubai, UAE

FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

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DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com WEB BC5207/BC5208/BC5209 Course Fee Before 1 December 2013

Course Fee Before 22 December 2013

Final Fee

Certified Brand Manager 16 – 19 February 2014 (BC5207)

US$ 3,995

US$ 4,495

US$ 4,795

Event

Course Fee Before 23 March 2014

Course Fee Before 13 April 2014

Final Fee

US$ 3,995

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Course Fee Before 24 August 2014

Final Fee

Certified Brand Manager 19 – 22 October 2014 (BC5209)

US$ 3,995

US$ 4,495

US$ 4,795

Certified Brand Manager 8 – 11 June 2014 (BC5208)

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

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