Prerequisite Course: Segmenting,Targeting and Positioning (STP)
Early Eagle Rate:
This course is designed to make the participant go through the journey of creating, building, measuring, and managing brands by providing an overview of the basic principles and frameworks for brand management through topic lectures, hands-on exercises, and a brand audit group exercise.
Brands gain sustained customer loyalty by consistently delivering outstanding value to its target market/s via positively engaging user experiences. Managing a brand involves sustained effort in consistently revitalizing its value proposition aligned with product life cycles to build long-term customer loyalty that sustains sales and profits.
This course is graded and may be credited to the Marketing Diploma Program. Certificate of Completion will be issued once the student meets the attendance and academic requirements.
Who should attend
- Grounding for new marketing practitioners.
- Refresher for mid-level to senior marketing managers
- Appreciation for non-marketer, senior managers, and decision-makers exposed to brand management and marketing functions gearing for general management and senior leadership.
Successful completion of this module enables the participant to:
Understand how a deep understanding of unmet consumer needs (consumer insight) is critical for a brand to resolve customer problems/needs via user experiences that meaningfully and intimately connect with consumers gaining their favorable perception and differentiating the brand from its competitors;
Understand how a brand can anticipate consumer wants by offering innovative solutions or experiences consumers could not by themselves think of or know about;
Make the appropriate decisions in managing brands through the application of various strategic and portfolio management frameworks as well as the use of key brand measurement techniques to diagnose and manage brand health; and
Correct the course of brand strategies by assessing a brand’s status, analyzing options and formulating the best strategic direction to achieve its objectives.
I. Definitions and Importance
A. The Difference Between Brands and Products
B. The Value of Brands
C. What is Brand Management? Why Is It Important?
II. Creating a Brand
A. Brief Review of STP
B. The Brand Identity Prism
C. Creating A Coherent Brand Identity
III. The Marketing Funnel: From Awareness to Loyalty
A. Traditional Funnel
B. The New Digital Buyer Journey
C. The STEPPS Framework
IV. Managing Brands
A. Understanding the Context of the Brand
- 5Cs and PESTLE analysis
B. The 7Ps of Brands
C. Life Cycles and Portfolio Analysis
1. BCG Matrix
2. Arthur D Little Matrix
D. Surviving the Life Cycle
1. Brand Repositioning
2. Brand Extensions and Brand Architecture
3. Brand Innovation
V. Measuring Brands
A. Key Brand Metrics
3. Brand Equity Measures
B. How Brand Decisions Affect the P&L
VI. The Brand Audit
A. Brand Audit Group Exercise
Ms. Gold Tantoco is the Founder of and Managing Consultant at Idea M Innovation, Design and Marketing Consultancy as well as the President of Prism Gallery.
Ms. Tantoco has over 30 years of solid multi-brand and multi-country Marketing and General Management experience from various local and multinational companies such as Procter & Gamble, PepsiCo, SC Johnson & Son, Inc., Jollibee Foods Corporation, Century Pacific Food, Inc. and Pfizer Consumer Healthcare. Throughout her career, she grew over 40 brands in 14 categories and across 3 countries, recipient of numerous marketing, innovation and advertising awards.
She graduated from the University of the Philippines with a Bachelor of Science degree in Business Administration (Magna Cum Laude) and units towards a Bachelor of Fine Arts, Major in Industrial Design degree. She also received a Master of Business Administration degree from the same university where she graduated Salutatorian of the class.