Strategic Brand Management
A practical professional programme focused on strategic brand management, designed to strengthen commercial capability, customer value and market performance.
- Type
- Professional
- Level
- Advanced
- Duration
- 5 days
- Delivery
- In person, Live online, In-house
- Languages
- English, Arabic
Strategic Brand Management develops the capability to manage brands as long-term strategic assets that support differentiation, growth and organisational value.
The programme examines brand equity, portfolio strategy, positioning, architecture, extension decisions, customer experience, brand governance and long-term brand performance.
Participants learn how strategic brand choices influence market position and how organisations can strengthen brand value while maintaining relevance and consistency.
Objectives
Manage brands from a long-term strategic perspective.
Evaluate brand equity and sources of brand value.
Develop coherent positioning and brand-portfolio choices.
Assess brand architecture and extension decisions.
Strengthen brand governance and long-term performance management.
Learning outcomes
Evaluate the strategic role and value of a brand.
Identify drivers of brand equity.
Assess positioning and portfolio alternatives.
Evaluate brand architecture and extension opportunities.
Develop strategic recommendations for strengthening brand value.
Who it is for
Brand managers.
Senior marketing professionals.
Marketing managers and directors.
Product and portfolio managers.
Professionals responsible for strategic brand development.
Programme modules
1. Strategic Brand Perspective
Brands as strategic assets
Brand value creation
Long-term brand orientation
Brand and corporate strategy
2. Brand Equity
Awareness
Perceived quality
Associations
Loyalty and advocacy
3. Strategic Brand Positioning
Competitive context
Target segments
Points of difference
Strategic positioning choices
4. Brand Architecture and Portfolio
Corporate and product brands
Branded-house approaches
House-of-brands approaches
Portfolio roles
5. Brand Growth and Extensions
Brand extensions
New categories
Risks of dilution
Growth opportunities
6. Brand Governance and Performance
Brand standards
Decision rights
Brand health measures
Strategic brand reviews
Methodology
The programme combines strategic-brand frameworks, brand-equity analysis, portfolio cases and positioning exercises. Participants evaluate strategic options and develop recommendations for long-term brand development.
Assessment
Assessment includes strategic brand-analysis exercises and a final applied assignment requiring participants to assess a brand's strategic position and develop recommendations for strengthening its long-term value.
Certificate
Certificate of Completion
For your organisation
This programme can be delivered for a single organisation, team or institution, and adapted to your context, participants and objectives.
Organisational delivery is scoped and priced individually, and is not booked from this page.
Upcoming sessions
No dates are scheduled at present.
Institutional needs addressed
Related expertise
Related capabilities
Training & Professional Development
Structured professional learning that develops practical, role-relevant knowledge and capability.
Consulting & Advisory
Structured advisory support for strategy, governance, performance, transformation and organisational decision-making.