Brand Management Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Brand Managers, Product Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-M-038

Before you join: Participants should have basic familiarity with marketing, customers, products or services through at least one year of professional experience.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

A brand can be well known yet poorly managed: inconsistent offers, unclear positioning, weak differentiation and unmeasured customer perceptions can erode preference and price premium. Brand managers must make choices about target segments, value propositions, identity, portfolio roles, customer experience and communications while balancing commercial targets with long-term equity. This course addresses the decisions that determine whether a brand is distinctive, credible and consistently delivered.

Participants learn to diagnose brand health, turn customer and market evidence into segment choices, and write a positioning statement that guides product, sales and communications decisions. The course covers customer-based brand equity, segmentation, Jobs-to-be-Done, value proposition design, identity systems, brand architecture, extensions, integrated communications, touchpoint management and brand governance. Participants also learn to build a practical brand scorecard using awareness, consideration, preference, loyalty, price premium and customer experience measures.

Teaching combines focused instructor briefings with cases from consumer goods, financial services, business-to-business markets, public services and digital products. Participants analyse brand evidence, make portfolio and positioning decisions, test communication choices and apply governance methods to realistic scenarios. Each participant leaves with a reusable brand management toolkit, including a brand audit structure, positioning statement, identity model, architecture decision matrix, scorecard and 90-day action plan. The course is available as a five-day classroom programme in 50+ cities or live online, with approximately 6.5 contact hours each day. Participants receive a certificate of completion.

The programme suits professionals who already work with products, services, campaigns, customer experience or commercial planning and need a disciplined method for managing brands as business assets.

What you will be able to do

  • Diagnose brand health using a structured audit and customer-based brand equity measures
  • Segment markets using needs, behaviours, value potential and Jobs-to-be-Done evidence
  • Construct positioning statements using category frames, points of parity and points of difference
  • Design a brand identity system covering purpose, promise, personality and brand story
  • Select brand architecture and extension options using portfolio roles and decision criteria
  • Translate positioning into message architecture, communication briefs and channel roles
  • Specify customer experience standards using journey maps, touchpoint audits and service blueprints
  • Measure brand performance with an equity scorecard, dashboard metrics and governance reviews

Benefits of attending

For you

  • Produce defensible positioning recommendations for products, services and portfolios
  • Run structured brand audits instead of relying on campaign impressions
  • Brief agencies and internal teams with clearer brand and message requirements
  • Connect customer experience issues to the stated brand promise
  • Present brand investment cases using equity, preference and price-premium measures

For your organisation

  • More consistent brand decisions across product, sales, service and communications teams
  • Clearer portfolio roles that reduce overlap, customer confusion and duplicate investment
  • Stronger differentiation against comparable offers and price-based competition
  • Earlier identification of brand inconsistency, reputation risks and weak touchpoints
  • Better reporting on brand investment through defined equity and commercial measures

Course modules

10 modules over 5 days

Participants can assess the business role of a brand and structure an initial brand audit.

  • Brand as a managed asset: meaning, preference, price premium and loyalty
  • Customer-based brand equity: Keller’s salience, meaning, response and resonance ladder
  • Distinguishing corporate, product, service and employer brand responsibilities
  • Brand purpose tested against customer value, commercial goals and credibility
  • Stakeholder map identifies decision rights, approval routes and brand custodians
  • Brand audit scope combines internal evidence, customer evidence and competitor signals

Participants can define priority customer segments using evidence rather than broad demographic labels.

  • Segmentation bases combine needs, behaviours, value, geography and purchase context
  • Jobs-to-be-Done interviews reveal functional, emotional and social purchase drivers
  • Personas distinguish priority segments without replacing evidence-based segmentation decisions
  • Customer journey maps expose moments of truth, friction and unmet needs
  • Research brief defines decisions, hypotheses, sample, method, timing and budget
  • Insight synthesis separates observations, interpretations, implications and recommended actions

Participants can create a differentiated positioning statement supported by credible customer value.

  • Category definition sets the competitive frame and relevant customer alternatives
  • Points of parity establish category legitimacy before differentiation claims
  • Points of difference pass relevance, distinctiveness and believability tests
  • Perceptual maps plot customer perceptions against selected decision criteria
  • Positioning statement specifies target, frame, benefit, reason-to-believe and character
  • Value proposition ladder links functional benefits to emotional and social value

Participants can define an identity system that gives teams clear and consistent brand direction.

  • Kapferer Brand Identity Prism aligns physique, personality, culture and relationship
  • Brand purpose, vision and values separated by their management roles
  • Brand promise defines the experience customers should consistently recognise
  • Personality traits translated into verbal style, behaviour and design choices
  • Brand story structure connects origin, customer tension, proof and future
  • Identity tensions resolved between authenticity, relevance, differentiation and growth

Participants can select appropriate brand structures and evaluate extension opportunities.

  • Brand architecture distinguishes branded house, house of brands and hybrid models
  • Portfolio roles classify masterbrands, sub-brands, endorsed brands and individual brands
  • Decision criteria assess transferability, risk, investment requirements and customer clarity
  • Endorsement strategies signal quality while preserving product-level positioning
  • Nomenclature systems govern product names, descriptors, variants and extensions
  • Extension evaluation tests fit, permission, cannibalisation and parent-brand effects

Participants can translate positioning into a coordinated message platform and communications brief.

  • Integrated marketing communications translates positioning into a consistent message platform
  • Message architecture prioritises master message, supporting claims and proof points
  • Creative brief defines audience, objective, proposition, mandatories and evaluation criteria
  • Paid, owned, earned and shared media assigned distinct communication roles
  • Content pillars connect brand themes to audience questions and channel formats
  • Campaign consistency checked across sales materials, advertising, events and partnerships

Participants can align customer and employee experiences with the intended brand promise.

  • Service blueprint links brand promise to frontstage, backstage and support processes
  • Touchpoint audit rates consistency, effort, emotional impact and brand distinctiveness
  • Customer journey standards specify behaviours, evidence and recovery actions
  • Employee brand engagement connects internal understanding to customer-facing conduct
  • Digital experience principles govern interface copy, imagery, interaction and accessibility
  • Community management protocols protect tone, response quality and escalation routes

Participants can create a scorecard that connects brand indicators to commercial performance.

  • Brand tracking measures awareness, associations, consideration, preference and loyalty
  • Funnel metrics separate mental availability from conversion and retention performance
  • Net Promoter Score interpreted alongside drivers, segments and operational evidence
  • Brand equity scorecard combines perception, behaviour, financial and competitive indicators
  • Price premium and willingness-to-pay quantify selected economic brand effects
  • Dashboard cadence assigns data sources, thresholds, owners and review actions

Participants can make informed brand investment decisions and manage key brand risks.

  • Brand budget allocation weighs objectives, reach, frequency, cost and expected response
  • Marketing ROI separates attributable incremental margin from media and production costs
  • Brand valuation approaches distinguish income, market and cost-based methods
  • Trademark registration, licensing and usage rights protect brand assets
  • Brand risk register covers reputation, inconsistency, imitation and partner conduct
  • Agency briefing and evaluation establish scope, standards, fees and accountability

Participants can establish governance routines and a practical plan for improving brand management.

  • Brand governance model assigns decision rights, escalation paths and review forums
  • Brand book standards codify identity, messaging, imagery and prohibited uses
  • Approval workflows balance control, speed and local market requirements
  • Local adaptation rules distinguish fixed elements from flexible executions
  • 90-day brand action plan sequences priorities, owners, milestones and measures
  • Implementation reviews track adoption barriers, corrective actions and learning loops

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Brand audit and equity scorecard template
  2. Segment and persona evidence pack
  3. Positioning statement and value proposition ladder
  4. Brand Identity Prism and message architecture model
  5. Brand architecture and extension decision matrix
  6. 90-day brand governance action plan

Who should attend

  • Brand Managers — need structured methods for building and protecting brand equity
  • Product Managers — need positioning and portfolio choices that support product growth
  • Marketing Managers — need consistent links between strategy, campaigns and customer experience
  • Category Managers — need clearer brand roles, extensions and assortment decisions
  • Customer Experience Managers — need to translate brand promises into service standards
  • Sales and Commercial Managers — need stronger value propositions and customer-facing brand messages

Skills and tools covered

Brand equity measurementMarket segmentationBrand positioningBrand architectureMessage architectureBrand governance

Tools and standards

Keller Customer-Based Brand Equity model, Aaker Brand Identity System, Kapferer Brand Identity Prism, Brand Key

How the course runs

Training methodology

The course uses short instructor briefings to introduce each framework, followed by facilitated case work, group analysis and decision-focused discussion. Participants assess brand evidence, compare positioning alternatives, make architecture choices and translate a promise into communications and customer experience standards. Simulations include brand review meetings, agency briefing decisions and portfolio trade-offs. Trainers use examples relevant to the cohort’s sectors and guide participants in building an individual application plan for their own brand, product or service.

Requirements and prerequisites

Participants should have basic familiarity with marketing, customers, products or services through at least one year of professional experience. They should be comfortable discussing customer segments, commercial objectives and marketing activity. Experience in a brand manager role is helpful but not required. No previous formal brand management qualification is needed, and participants do not need design software, market research expertise or financial valuation experience. The course is not intended for people seeking an introductory explanation of marketing terminology.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should have basic professional exposure to marketing, products, services, sales or customer experience. No formal brand management qualification, design background or market research specialism is required.

Bring information about a brand, product, service or portfolio you work with, if permitted by your employer. A current positioning statement, customer research, campaign material or performance data can make the application planning more relevant.

It is designed for brand, product, marketing, category, customer experience and commercial professionals with some workplace experience. It also suits managers who approve brand investments or need consistency across customer-facing teams.

General marketing courses usually cover the wider marketing mix, campaign planning and channel activity. This course concentrates on building, measuring and governing brand equity, identity, positioning, architecture and customer experience.

You can use the templates to audit a current brand, sharpen a positioning statement, assess an extension or improve touchpoint consistency. The final application plan identifies priorities, owners, measures and review points for the next 90 days.

Each day runs from 08:30 to 16:30 and provides about 6.5 contact hours, excluding breaks. Time is divided between instructor input, cases, group analysis, simulations and individual application planning across ten modules.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

More courses in Marketing

Marketing B2B Trade Marketing Strategy Training Course 10 days · from USD 2,200 · next 16 Nov Marketing Behavioural Economics and Neuromarketing Training Course 10 days · from USD 2,200 · next 16 Nov Marketing Behavioural Economics in Marketing Training Course 10 days · from USD 2,200 · next 16 Nov Marketing Brand Marketing Training Course 5 days · from USD 1,100 · next 16 Nov Marketing Brand Storytelling and Narrative Design Training Course 5 days · from USD 1,100 · next 16 Nov Marketing Brand and Product Strategy Training Course 10 days · from USD 2,200 · next 16 Nov Marketing Certificate Course in Marketing Management 10 days · from USD 2,200 · next 16 Nov Marketing Corporate Sponsorship and Partnerships Training Course 5 days · from USD 1,100 · next 16 Nov