Brand and Product Strategy

Course Info

Date: May-30-2022

Length: 1 Week

City: London

Fees: 4,210

Type: In Classroom

Available Dates

  • May-30-2022

    London

  • June-06-2022

    London

  • June-27-2022

    London

  • July-04-2022

    London

  • July-25-2022

    London

  • Aug-08-2022

    London

  • Aug-29-2022

    London

  • Sep-05-2022

    London

  • Sep-26-2022

    London

  • Oct-03-2022

    London

  • Oct-24-2022

    London

  • Nov-07-2022

    London

  • Nov-21-2022

    London

  • Dec-12-2022

    London

  • Dec-26-2022

    London

  • Dec-27-2022

    London

  • Jan-10-2023

    London

  • Jan-31-2023

    London

  • Feb-07-2023

    London

  • Feb-21-2023

    London

  • Mar-07-2023

    London

  • Mar-28-2023

    London

  • Apr-04-2023

    London

  • Apr-25-2023

    London

  • May-09-2023

    London

Dates in Other Venues

  • May-23-2022

    Madrid

  • May-30-2022

    Dubai

  • June-06-2022

    Kuala Lumpur

  • June-06-2022

    Dubai

  • June-13-2022

    Istanbul

  • June-20-2022

    Paris

  • June-20-2022

    Zurich

  • June-20-2022

    Amsterdam

  • June-20-2022

    Bangkok

  • June-20-2022

    Barcelona

  • June-27-2022

    Madrid

  • June-27-2022

    Dubai

  • July-04-2022

    Kuala Lumpur

  • July-04-2022

    Dubai

  • July-11-2022

    Istanbul

  • July-18-2022

    Paris

  • July-18-2022

    Zurich

  • July-18-2022

    Amsterdam

  • July-18-2022

    Bangkok

  • July-18-2022

    Barcelona

  • July-25-2022

    Madrid

  • July-25-2022

    Dubai

  • Aug-08-2022

    Dubai

  • Aug-15-2022

    Paris

  • Aug-15-2022

    Barcelona

  • Aug-22-2022

    Istanbul

  • Aug-22-2022

    Zurich

  • Aug-22-2022

    Amsterdam

  • Aug-22-2022

    Bangkok

  • Aug-29-2022

    Kuala Lumpur

  • Aug-29-2022

    Madrid

  • Aug-29-2022

    Dubai

  • Sep-05-2022

    Kuala Lumpur

  • Sep-05-2022

    Istanbul

  • Sep-05-2022

    Dubai

  • Sep-12-2022

    Madrid

  • Sep-12-2022

    Zurich

  • Sep-12-2022

    Amsterdam

  • Sep-26-2022

    Paris

  • Sep-26-2022

    Dubai

  • Sep-26-2022

    Bangkok

  • Sep-26-2022

    Barcelona

  • Oct-03-2022

    Madrid

  • Oct-03-2022

    Zurich

  • Oct-03-2022

    Amsterdam

  • Oct-10-2022

    Kuala Lumpur

  • Oct-10-2022

    Istanbul

  • Oct-10-2022

    Dubai

  • Oct-10-2022

    Bangkok

  • Oct-17-2022

    Paris

  • Oct-17-2022

    Barcelona

  • Oct-24-2022

    Kuala Lumpur

  • Oct-24-2022

    Istanbul

  • Oct-24-2022

    Madrid

  • Oct-24-2022

    Zurich

  • Oct-24-2022

    Amsterdam

  • Oct-31-2022

    Paris

  • Oct-31-2022

    Dubai

  • Oct-31-2022

    Bangkok

  • Oct-31-2022

    Barcelona

  • Nov-07-2022

    Kuala Lumpur

  • Nov-07-2022

    Istanbul

  • Nov-07-2022

    Paris

  • Nov-07-2022

    Madrid

  • Nov-07-2022

    Dubai

  • Nov-07-2022

    Zurich

  • Nov-07-2022

    Barcelona

  • Nov-14-2022

    Amsterdam

  • Nov-14-2022

    Bangkok

  • Nov-21-2022

    Madrid

  • Nov-21-2022

    Zurich

  • Nov-28-2022

    Kuala Lumpur

  • Nov-28-2022

    Istanbul

  • Nov-28-2022

    Paris

  • Nov-28-2022

    Dubai

  • Nov-28-2022

    Amsterdam

  • Nov-28-2022

    Bangkok

  • Nov-28-2022

    Barcelona

  • Dec-05-2022

    Dubai

  • Dec-05-2022

    Amsterdam

  • Dec-05-2022

    Bangkok

  • Dec-12-2022

    Kuala Lumpur

  • Dec-12-2022

    Istanbul

  • Dec-12-2022

    Paris

  • Dec-12-2022

    Madrid

  • Dec-12-2022

    Zurich

  • Dec-12-2022

    Barcelona

  • Dec-19-2022

    Amsterdam

  • Dec-19-2022

    Bangkok

  • Dec-20-2022

    Paris

  • Dec-20-2022

    Kuala Lumpur

  • Dec-20-2022

    Istanbul

  • Dec-20-2022

    Dubai

  • Dec-20-2022

    Zurich

  • Dec-20-2022

    Amsterdam

  • Dec-20-2022

    Bangkok

  • Dec-20-2022

    Barcelona

  • Dec-26-2022

    Kuala Lumpur

  • Dec-26-2022

    Istanbul

  • Dec-26-2022

    Paris

  • Dec-26-2022

    Madrid

  • Dec-26-2022

    Dubai

  • Dec-26-2022

    Zurich

  • Dec-26-2022

    Barcelona

  • Dec-27-2022

    Madrid

  • Dec-27-2022

    Paris

  • Dec-27-2022

    Zurich

  • Dec-27-2022

    Barcelona

  • Jan-03-2023

    Kuala Lumpur

  • Jan-10-2023

    Istanbul

  • Jan-17-2023

    Paris

  • Jan-17-2023

    Dubai

  • Jan-17-2023

    Zurich

  • Jan-17-2023

    Amsterdam

  • Jan-17-2023

    Bangkok

  • Jan-17-2023

    Barcelona

  • Jan-24-2023

    Madrid

  • Jan-31-2023

    Dubai

  • Feb-07-2023

    Kuala Lumpur

  • Feb-07-2023

    Dubai

  • Feb-14-2023

    Istanbul

  • Feb-21-2023

    Paris

  • Feb-21-2023

    Zurich

  • Feb-21-2023

    Amsterdam

  • Feb-21-2023

    Bangkok

  • Feb-21-2023

    Barcelona

  • Feb-28-2023

    Madrid

  • Feb-28-2023

    Dubai

  • Mar-07-2023

    Kuala Lumpur

  • Mar-07-2023

    Dubai

  • Mar-14-2023

    Istanbul

  • Mar-21-2023

    Paris

  • Mar-21-2023

    Zurich

  • Mar-21-2023

    Amsterdam

  • Mar-21-2023

    Bangkok

  • Mar-21-2023

    Barcelona

  • Mar-28-2023

    Madrid

  • Mar-28-2023

    Dubai

  • Apr-04-2023

    Kuala Lumpur

  • Apr-04-2023

    Dubai

  • Apr-11-2023

    Istanbul

  • Apr-18-2023

    Paris

  • Apr-18-2023

    Zurich

  • Apr-18-2023

    Bangkok

  • Apr-18-2023

    Amsterdam

  • Apr-18-2023

    Barcelona

  • Apr-25-2023

    Madrid

  • Apr-25-2023

    Dubai

  • May-02-2023

    Kuala Lumpur

  • May-09-2023

    Istanbul

  • May-09-2023

    Dubai

  • May-16-2023

    Paris

  • May-16-2023

    Zurich

  • May-16-2023

    Bangkok

  • May-16-2023

    Amsterdam

  • May-16-2023

    Barcelona

Course Details

Course Outline

5 days course

 

Introduction and Product Portfolio Architecture Design
 
  • List criteria for determining a branding option in a company’s brand architecture

  • Describe appropriate use cases for various types of brand naming options

  • Recognise effective brand architecture design

  • Create an architecture so that all product offerings work together and create a synergistic effect

 

 Product Promotions
 
  • Explain how product promotions work

  • Describe the effects of price promotions for fast moving consumer goods (FMCG) on retailers and manufacturers

  • Articulate how mobile promotions can be used by product managers

  • Differentiate brand promotions and product promotions

 

 Product Leveraging Strategies: Achieving Optimal Product Extension and Feedback Effects
 
  • List the advantages and disadvantages of leveraging, including feedback effects and extension effects

  • Articulate the strategic value of feedback effects and extension effects

  • Differentiate between product extension strategies and brand extension strategies

  • Explain when the different extension strategies should be used

 
 Managing Product Positioning and Business Identity
 
  • Identify need profiles of potential target markets

  • Explain the importance of a business identity in branding strategy

  • Differentiate between a business identity and a business tagline

  • Describe how to implement the business identity through marketing actions (3 Es)

 

Product Sentiment Analysis
 
  • Explain why sentiment analysis or opinion mining is useful and how product managers can benefit from it

  • Describe the role of sentiment analysis in making product management decisions

  • Identify the key steps in the sentiment analysis process

  • Apply a text mining algorithm to real-world text data and gain insights into the emotional content of product reviews

Course Video