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Brand and Product Strategy


Program Place: Dubai

Program Date: 11.11.2024

Price: $4900

Course Details


Introduction

Implementing a strategic brand and product Strategy should cause consumers to have a positive emotional association with your brand. To achieve this, a brand and product strategy should align with core business values and mission, adapt easily to various business and economic climates, and have clear meaning and relevance to your target consumer base

 

A successful product and brand strategy course develops brand awareness and identity that sets your products apart from the countless others solely based on the brand name. A well-designed strategy repeatedly reminds potential and current customers why they should purchase your product over others with similar characteristics.

 

Brand and Product Strategy training course helps participants working in product management, marketing, and related consulting sectors learn how to build and manage strong products over time, using product management strategies and tools that are focused on how you relate to your customers..

Objectives

At the end of the Brand and Product Strategy training course , you will be able to : 
 

    Determine effective product extension and product leveraging strategies for a given company/ product line
    Explore how to create an architecture that ensures all product offerings work together synergistically
    Select appropriate analytical tools to support product strategy decision making
    Leverage new digital technologies to better understand customer attitudes about products
    Understand the difference between brand and product promotions, and learn to successfully plan both
    Learn to manage business identity and use value-enhancement strategies that continually strengthen brand admiration
    Explain how product leveraging and naming tactics can be used to manage product portfolios effectively.

Who Should Attend ?

Brand and Product Strategy training course, is ideal for :
 

    Product management professionals seeking to gain a big-picture understanding of the process of managing products as a business, as well as how to build an effective product portfolio and make data-driven product decisions.
    Mid- to senior-level product marketing and brand management professionals who want to leverage new digital technologies to better understand customers’ attitudes about products.
    Consultants looking to learn to build an effective product portfolio design, explore tools and techniques for making strategic product decisions based on data, and provide better solutions for their clients..

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Course Outline


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.