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Certified Brand Manager® (CBM®)

Description

Certified Brand Manager covers the roles and responsibilities of brand management, 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 relation-ships with your customers. The course will provide insights into achieving the ultimate payoff by maximizing brand equity and brand value.

Learning Outcomes

Upon completion of this workshop, participants will be able to:

  • Understand the role of brand management and its relationship to functional marketing, product management and other key functions
  • Strengthen your brand to develop and maintain deeper, longer lasting relationships with your customers
  • Increase your effectiveness as a brand manager and receive the industry certification, “Certified Brand Manager” from AIPMM
Course Pre-Requisites
  • At least one year of experience in  the field of brand management (or its equivalency)
  • Completed an acceptable course of study
  • Must be an AIPMM member

Course Outline

Day 1

  • Benefits of the brand to the brand-holder and the customer
  • Trends in the relationship between customers and brands
  • How brand management fits into the company
  • The key organisational interfaces
  • The components of the brand identity
  • Core values
  • Brand personality, attributes and elements

Day 2

  • Positioning your brand
  • The marketing Ps and how each influences the brand/customer relationship
  • Customer touch points and the customer journey
  • Integrated marketing communications
  • Measuring and optimizing brand equity
  • Brand architecture and the brand portfolio
  • Developing and maintaining the brand

Day 3

  • Exam Review
  • Practice Questions
  • CBM® Certification Exam

For more information on course module, please refer to our brochure.

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