Brand Management: Fundamentals of Brand Management

Audience

The target audience for this series is 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.

Objective

• Select characteristics of a good brand name or brand mark.
• Identify common brand manager responsibilities.
• Complete common brand manager responsibilities.
• Identify the types of brands.
• Select branding strategies.
• Identify guidelines to create a strong brand.

Topics Include

Unit 1:Introducing the Brand Concept

• Identify the definition of a brand.
• Match the common branding terms with their descriptions.
• Select the characteristics of an effective brand name or brand mark
• Simulation Overview:
• In this simulation you are a member of a project team meeting to discuss the future of one of Icon's brand of household cleaners Can-O-Shine. At its inception it was very successful. Its marketing campaign and branding appealed to people in the 1960's. Over time though the brand was unable to attract future generations. Your team was assembled to discuss whether to leave the brand unchanged change the brand name or discontinue it entirely. This is the first meeting of the team that consists of Marcus Robinson and Amy Johnson. You are responsible for ensuring everyone recognizes the significance and importance of product branding and brand value.

Unit 2:Branding Responsibilities

• Identify common brand manager responsibilities.
• Select tasks to complete common brand manager responsibilities.
• Sequence the stages of the consumer adoption process.
• Simulation Overview:
• In this simulation you are a recently promoted Vice President of Marketing. In your former position you were the Brand Manager for Icon's hugely successful hand held computer the WeePC. Largely due to your efforts the WeePC dominates the market and has excellent brand recognition. You are meeting with Don Hamilton the person assigned to take over your former position. Your responsibility is to ensure that Don understands the full import of brand management as well as the specific actions he'll be required to take to keep the WeePC at the top of its market.

Unit 3: Strategic Branding Options

• Identify the types of brands.
• Select branding strategies.
• Identify the guidelines for creating a strong brand.
• Apply the guidelines for creating a strong brand.
• Simulation Overview:
• In this simulation you are a Brand Manager and a member of a team discussing branding options for Icon's new sport drink tentatively called Carb-X. In addition to its great taste and affordability it contains a higher percentage of vitamins and minerals than any of its competitors. You are meeting with Jennifer Webber and Steve Tomlin to discuss whether to include Carb-X in Icon's family of soft drinks or to market it as a stand alone product. You also need to discuss the other options associated with branding this product so as to best ensure Carb-X reaches it's full potential.

Duration

4

Minimum Requirements

The CDROM version of this course requires:

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).
• At least a double speed CDROM drive.
• An MPC compliant sound card with attached speakers or headphones is recommended (Currently only the CDROM version supports audio).

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM and 22MB available hard disk space or file server space.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).

Media