Brand Management: Developing a Brand Strategy

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.

This is primarily online training This is an online eLearning or CBT training program Contact Serebra Learning Corporation for more information

Duration: 4 hours Training Presented in: English

Audience

The target audience for this series is 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.

Objective

• Match ways to identify brand competition with descriptions of each.
• Given a situation identify the action that is being taken to protect a brand.
• Create a brand vision.
• Create a subbrand.
• Given a scenario analyze why your new product failed.

Topics Include

Unit 1: Building and Defending Brand Equity

• Select the four actions to identify brand competition.
• Apply the appropriate guidelines for identifying brand competition.
• Identify the brand elements that are the easiest to protect.
• Given a situation identify the action that is being taken to protect a brand.
• Defend your brand.
• Identify the steps for creating a brand vision.
• Create a brand vision.
• Simulation Overview:
• In this simulation you are a Brand Manager in the Marketing Department of Avenport an Icon-owned company that makes automobiles. You are specifically responsible for managing the Qualera which is the upscale luxury car manufactured by Avenport. You will meet with your assistants Jennifer Webber and Matt Engles who perform research duties and aid in preparing presentations for marketing team meetings. They have been assisting you in getting ready to report to the marketing staff on your brand's competitors and to present your analysis of the Qualera brand. In this simulation Jennifer and Matt will brief you on their findings and you must answer their questions about defending brand equity and explain how a brand vision is created.

Unit 2: Developing Brand Equity

• Identify the factors you should consider when building a brand extension.
• Sequence the steps for creating a secondary brand.
• Identify reasons for using secondary brands.
• Identify the steps for creating a sub-brand.
• Identify reasons for using sub-brands.
• Identify steps for protecting brands.
• Identify the guidelines that should be applied to registered brand elements.
• Simulation Overview:
• In the first simulation you are an employee of Opti-Sol an Icon-owned company that designs and manufactures high-quality name-brand sunglasses. You will meet with Eric Jenkins Brand Manager for SomaVision sunglasses Tara Collins an Account Executive who represents Opti-Sol product lines to retail distributors and Kent Redburn Brand Manager for Clear Gear Opti-Sol's most famous brand of sunglasses. As the Marketing Director you have been working with Eric Tara and Kent to develop the branding strategy for the highly anticipated SomaVision sunglasses which feature snap-out photochromatic lenses in varying tints and shades that can be changed to match the wearer's mood or wardrobe. The team is undecided as to whether to develop SomaVision as a secondary brand or sub-brand of the well-established Clear Gear brand of sports sunglasses. As you debate the merits and drawbacks of your different branding options you must collaborate with Eric Tara and Kent to create the appropriate brand.

Unit 3: Introducing New Brands

• Select the reasons new products can fail.
• Given a scenario analyze why your new product failed.
• Identify the three actions you should take to prevent cannibalizing a parent product.
• Identify guidelines for introducing a brand globally.
• Simulation Overview:
• In this simulation you will meet with Cindy Clements Product Development Manager Barnard Byrne Market Research Director and Lori Myers Marketing Coordinator. All are employed by BunniBear an Icon-owned company that designs and manufactures products for young children from birth to age two. Some of its most popular sellers are car seats and safety devices. You are the Brand Manager for the Comfa-Carry a sling-like pouch that wraps over the shoulder and around the side of an adult and cradles an infant. The Comfa-Carry is a new product and as it nears its debut you must meet with key members of the marketing and development staff to determine what branding approach to take.

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

• Brand Management: Branding on the Web
• Brand Management: Building Brand Equity
• Brand Management: Fundamentals of Brand Management
• Brand Management: Integrated Marketing
• Brand Management: Managing Brand Equity