Certified Brand Manager
الحصول على الكتيب
للحصول على كتيب بكامل محتويات الدورة برجاء ملء النموذج التالي ببياناتك الصحيحة
Program Professional Framework
Certified Brand Manager
Program Overview
Brand managers are expected to protect long-term brand equity while delivering short-term commercial results across digital and physical touchpoints. This programme covers brand strategy and positioning, brand architecture, identity and guidelines, integrated brand communications and brand equity measurement. Participants work through consumer insight, competitive positioning maps, brand purpose and personality, portfolio decisions, agency briefing and brand health tracking, with attention to bilingual Arabic-English branding, cultural sensitivity and the rapid growth of local and regional brands in Gulf markets.
Learning Outcomes
- ✓Write a brand positioning statement grounded in target-segment insight, a competitive frame of reference and credible points of difference.
- ✓Map a brand portfolio and recommend a branded house, house of brands or endorsed architecture with a clear rationale.
- ✓Develop brand guidelines covering verbal and visual identity, including bilingual Arabic-English applications.
- ✓Prepare a creative agency brief with objectives, audience insight, key message and evaluation criteria.
- ✓Design a brand health tracking dashboard using awareness, consideration, preference and Net Promoter Score.
Target Audience
- Brand managers and assistant brand managers
- Marketing managers responsible for product or corporate brands
- Corporate and marketing communications specialists
- Product managers moving into brand leadership roles
Detailed Program Modules
01Brand Fundamentals and Brand Equity
- The brand manager's role and brand P&L ownership
- Customer-based brand equity models
- Brand purpose, values and personality
02Consumer Insight and Positioning
- Segmentation, targeting and insight generation
- Competitive frame of reference and perceptual maps
- Points of parity, points of difference and positioning statements
03Brand Architecture and Portfolio
- Branded house, house of brands and hybrid models
- Brand extensions, sub-brands and co-branding
- Portfolio rationalisation decisions
04Brand Identity and Guidelines
- Visual and verbal identity systems
- Bilingual branding and cultural considerations in the Gulf
- Brand governance and guideline compliance
05Integrated Brand Communications
- Communication planning across paid, owned and earned media
- Briefing and managing creative and media agencies
- Social, influencer and experiential brand building
06Measuring and Managing Brand Performance
- Brand health tracking and brand funnel metrics
- Conceptual approaches to brand valuation
- Annual brand plan and budget defence
Training Methodology
Applied Project & Assessment
Applied Project
Participants deliver an annual brand plan for an existing or provided Gulf brand: insight summary, positioning statement, architecture recommendation, communications plan with an agency brief and a brand health dashboard with targets.
Assessment
Short diagnostic at the start, practical tasks linked to each learning outcome, and evaluation of the applied project against published criteria.