Brand Management Fundamentals of Brand Management

Training Provided by 123-CBT Computer Based Training 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.

Learn To

• 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.

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.

Deployment Options

e-Learning

Accreditation

NASBA credits: 3 CPE Credits

CEU credits: 0.30 CEUs

Language Options

US English

Total Learning Time

2 to 4 hours

Objectives

Unit 1:Introducing the Brand Concept (0.5 - 1 hour)

• 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 (0.5 - 1 hour)

• 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 (1 - 2 hours)

• This is primarily online training This is an online eLearning or CBT training program This program may be available on CD Contact 123-CBT Computer Based Training for more information

  Training Presented in: English

Brand Management Fundamentals of Brand Management --

About The Training Provider: 123-CBT Computer Based Training

More Brand Management Training from 123-CBT Computer Based Training

• Brand Management Branding on the Web
• Brand Management Building Brand Equity
• Brand Management Developing a Brand Strategy
• Brand Management Integrated Marketing
• Brand Management Managing Brand Equity
• Brand Management Series