Certified Brand Manager®

The “Certified Brand Manager” program is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands. The workshop provides tools and knowledge for developing, strengthening and maintaining a brand or portfolio of brands.

It covers:

• The roles and responsibilities of brand management;
• How these evolve over time, the key organisational interfaces, and the use of the classical Marketing “Ps” to strengthen a brand.
• The different levels of the brand (e.g., elements, attributes, personality & core values)
• How each plays an important role in developing & maintaining strong relationships with customers.
• Overall, the course will provide insights into achieving the ultimate payoff by maximising brand equity and brand value. The exam at the end of the course will help you meet all the prerequisites to become a “Certified Brand Manager”.

Certification Credentials Through the Certified Brand Manager course, individuals have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving the certified designation. The workshop includes an exam and all other prerequisites to qualify for the “Certified Brand Manager” professional certification from the Association of International Product Marketing & Management (AIPMM).

At the conclusion of this course, the participant will be able to:

• Define the main concepts and explain the purpose of branding.
• Examine brand concepts in real-life setting by articulating the context of and the rationale for the application.
• Describe the process and methods of brand management, including how to establish brand identity and build brand equity.
• Formulate effective branding strategies for both B2C and B2B goods/services
• Conduct a brand audit using both primary and secondary sources and propose strategic recommendations based on the audit results.
• Compose, assess, and incorporate individual input to