Brands are one of the most valuable assets of any organisation. However, not all Australian organisations manage their brands well or know how to maximise brand value. Find out how you can build, grow and revitalise brands to improve your organisation's competitive advantage.

This highly practical and interactive intensive course will help you to:

• Analyse brand problems and generate appropriate solutions.
• Build leading brands and successfully position them in the market.
• Manage brands over time, including changing their essence and revitalising them.
• Respond to the strategic moves of competitor brands.
• Explain why some products and their brands are successful and others are not.
• Understand how brand equity can be measured.
• Better understand the link between brand costs and financial returns.

On completion you will be up-to-date with valuable brand management tools and skills. You will improve your understanding of how and when to:

• build, differentiate, launch and position brands
• extend brands into new markets
• develop and modify brand strategies
• identify the critical issues of brand portfolio management, including right-sizing
• apply analytical approaches to measuring brand equity
• provide high-level brand advice in senior management and boardroom contexts.

Program Overview

The first full-day workshop covers how brands create customer value; the drivers of a brand's equity; methods to measure brand equity; the evaluation of the image of a brand; building brand image; and strengthening and revitalising brand image. You will also learn about identifying and examining critical issues around how leading brands are built and managed over time.

The second day covers a brand's life cycle and the implications; extending a brand; evaluating the right size of a brand portfolio; terminating a brand; launching a new brand; and developing a promotion campaign for a brand. You will also learn how to respond to the strategic moves of competitor brands, including cooperation and retaliation, and to explain why some products and their brands are successful and others are not.

Who should attend?

This program is applicable to professionals with responsibilities for marketing within their organisation or who are responsible for aligning brand activities with business strategy. Professionals who have no brand or any other marketing responsibilities, but want to understand more about how professionalised brand management can benefit their organisation, should also attend. The program is appropriate for individuals from private, public and not-for-profit organisations.

Presenter

Professor Bryan Lukas is one of Australia's leading brand experts.

Time and Location

Day 1:
8.30am – 4.30pm, Tuesday 14 August, Level 12, 198 Berkeley Street, Carlton
Day 2:
8.30 am – 4.30pm, Wednesday 15 August, Level 12, 198 Berkeley Street, Carlton

Fees

$2500 plus GST*

*When undertaken on an assessed basis as part of a Specialist Certificate, course fees are GST exempt.

To apply

Download our application form (pdf 92Kb)

Assessment and awards

All Open Programs may be taken on an assessed or non-assessed basis.

Those who wish to undertake this program on an assessed basis will be eligible for 6.25 credit points toward a Specialist Certificate in Strategic Marketing.

Assessment is due 4 weeks after completion of the subject and comprises:

• 1500 word exercise on building a brand (60%)
• 1000 word case study on revitalising a new brand (40%)
  

CPD Hours

This program constitutes 16 hours professional development as part of the Australian Marketing Institute Certified Practising Marketer Program.