Brand Marketing Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Brand Managers, Marketing 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-039

Before you join: Participants should have practical exposure to marketing, communications, product management, customer experience or commercial planning.

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

Strong brands make choice easier, support price discipline and reduce reliance on short-term promotional activity. Yet many marketing teams struggle to turn research, customer insight and campaign ideas into a clear brand position that employees, agencies, distributors and customers recognise consistently. The result is often fragmented messaging, weak differentiation, unclear portfolio roles and measurement focused only on immediate campaign response.

This course develops the practical skills required to build, manage and measure a brand strategy. Participants assess brand equity, segment markets, identify customer insight, select target audiences and write positioning statements. They create value propositions, define verbal and visual identity requirements, manage brand architecture and plan integrated communications. The course also covers customer experience, employee brand behaviour, brand tracking, price premium evidence, governance and implementation planning.

Teaching combines concise instructor briefings with sector-based cases, facilitated group analysis, brand decision simulations and individual application planning. Cases may draw on banking, public services, consumer goods, telecommunications, business-to-business services and NGOs. Participants leave with a structured brand strategy pack containing an audit, positioning framework, identity requirements, communications priorities, measurement plan and implementation roadmap. The course is particularly valuable for professionals responsible for established brands, new propositions, portfolio decisions or brand consistency across multiple channels and markets.

What you will be able to do

  • Conduct a brand audit using equity, touchpoint and performance evidence
  • Segment markets and prioritise target audiences using attractiveness and fit criteria
  • Write a positioning statement with a credible promise and supporting reasons
  • Develop a value proposition and message architecture for priority audiences
  • Define brand identity requirements, distinctive assets and verbal brand standards
  • Evaluate brand architecture, naming and extension decisions against equity risks
  • Build a brand measurement dashboard linking brand indicators to commercial outcomes
  • Produce a phased brand implementation plan with governance, budgets and owners

Benefits of attending

For you

  • Write stronger brand positioning briefs for senior stakeholders and agencies
  • Make defensible target-market and portfolio recommendations using explicit criteria
  • Diagnose inconsistent customer experiences against the intended brand promise
  • Assess campaign proposals against brand strategy rather than personal preference
  • Present brand investment cases using equity and commercial performance measures

For your organisation

  • Clearer differentiation in crowded categories and contested procurement markets
  • More consistent messaging across marketing, sales, service and partner channels
  • Better control of brand extensions, naming decisions and portfolio complexity
  • Stronger links between brand investment, customer preference and margin outcomes
  • More disciplined governance of agencies, brand assets and local adaptations

Course modules

10 modules over 5 days

Participants can assess the strategic role and current strength of a brand using structured evidence.

  • Brand purpose, vision and values distinguished from advertising claims
  • Keller Customer-Based Brand Equity pyramid used to diagnose brand strength
  • Brand as a commercial asset linked to price premiums
  • Category conventions and cultural codes mapped before strategy choices
  • Internal and external brand realities compared through evidence
  • Brand audit scope defined using touchpoints, assets and performance data

Participants can identify priority audiences from customer needs, behaviours and market evidence.

  • Market segmentation built from needs, behaviours, value and accessibility
  • Jobs to Be Done interviews identify purchase progress and barriers
  • Persona assumptions tested against qualitative research and customer data
  • Decision-making unit roles mapped for complex business-to-business purchases
  • Competitor perceptual maps expose white-space opportunities and credible territories
  • Insight statements separate observation, tension, motivation and implication

Participants can select target segments and formulate a differentiated, credible market position.

  • Target segments prioritised with attractiveness, fit and competitive strength criteria
  • Positioning statements specify audience, frame, promise, reasons and difference
  • Points of parity and difference assessed against category leader claims
  • Value Proposition Canvas connects customer pains, gains and offer evidence
  • Perceptual mapping tests whether intended position is distinct and relevant
  • Brand mantra distils the positioning into an internal decision rule

Participants can translate a brand position into usable identity and creative requirements.

  • Brand Identity Prism distinguishes physique, personality, culture, relationship, reflection and self-image
  • Verbal identity defines tone, vocabulary, messages and prohibited language
  • Distinctive brand assets evaluated for fame, uniqueness and consistency
  • Visual identity systems translate positioning into recognisable execution cues
  • Brand codes documented across naming, colour, typography, sound and imagery
  • Creative briefs connect audience insight, proposition, mandatories and measures

Participants can make structured decisions about portfolio roles, names and brand extensions.

  • Branded house, house of brands and endorsed models compared
  • Brand architecture maps parent, sub-brand, product and descriptor relationships
  • Naming decisions tested for clarity, transferability, protection and future growth
  • Extension opportunities screened against fit, credibility, demand and dilution risk
  • Co-branding partnerships assessed for equity transfer, control and reputational exposure
  • Portfolio roles assigned as driver, endorser, cash generator or strategic bet

Participants can plan communications that build the brand while serving campaign objectives.

  • Integrated marketing communications objectives linked to funnel and brand measures
  • Channel roles allocated across paid, owned, earned and shared media
  • Message architecture maintains a single promise across audience-specific executions
  • Media selection balances reach, frequency, context, cost and attention
  • Campaign ideas judged against positioning, brand codes and executional feasibility
  • Agency briefing and approval workflows protect quality, timing and accountability

Participants can align customer, employee and partner interactions with the brand promise.

  • Customer journey maps identify moments that create or erode brand meaning
  • Service blueprinting links frontstage interactions to backstage operational dependencies
  • Employee brand behaviours translated into observable service standards
  • Complaint recovery principles protect trust after service failure
  • Partner and distributor touchpoints audited for promise delivery consistency
  • Experience measures combine satisfaction, advocacy, effort and behavioural data

Participants can measure brand performance and connect indicators to business results.

  • Brand tracking framework combines awareness, salience, associations, consideration and preference
  • Share of search and social listening provide early demand signals
  • Brand lift studies distinguish campaign contribution from normal market movement
  • Price premium and willingness-to-pay evidence test brand commercial value
  • Marketing dashboards connect leading indicators with sales and margin outcomes
  • Research briefs specify decisions, hypotheses, audiences, methods and reporting cadence

Participants can convert brand strategy into accountable plans, budgets and decision structures.

  • Brand strategy translated into objectives, initiatives, owners, milestones and budgets
  • Objectives written using SMART criteria and linked to measurement baselines
  • Zero-based budget logic connects investment requests to planned outcomes
  • RACI matrices clarify brand decision rights across marketing, sales and agencies
  • Risk registers address reputation, compliance, claims substantiation and partner conduct
  • Implementation roadmaps sequence quick wins, dependencies and governance reviews

Participants can maintain brand consistency and prepare a practical plan for immediate application.

  • Brand guidelines structure mandatory assets, flexible elements and approval rules
  • Governance councils resolve portfolio conflicts and maintain strategic coherence
  • Brand audits prioritise corrective actions from consistency and performance gaps
  • Internal launch plans align leadership, employees, partners and agencies
  • Change adoption tactics address resistance, capability gaps and local adaptation
  • 90-day application plan defines decisions, stakeholders, evidence and next actions

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

What you take back to work

  1. Brand audit template
  2. Segmentation and target-prioritisation matrix
  3. Brand positioning statement template
  4. Value proposition and message architecture model
  5. Brand measurement dashboard
  6. 90-day brand implementation roadmap

Who should attend

  • Brand Managers — need a disciplined method for setting and sustaining brand direction
  • Marketing Managers — need to connect campaign activity to brand and commercial priorities
  • Product Managers — need to position propositions within a wider brand portfolio
  • Communications Managers — need consistent messaging across channels, agencies and audiences
  • Customer Experience Managers — need to align service delivery with brand promises
  • Business Development Managers — need clearer value propositions for priority customer segments

Skills and tools covered

Brand equity analysisMarket segmentationBrand positioningBrand architectureIntegrated communicationsBrand performance measurement

Tools and standards

Keller Customer-Based Brand Equity Model, Brand Identity Prism, Value Proposition Canvas, RACI Matrix

How the course runs

Training methodology

The course uses short instructor briefings to introduce frameworks, followed by case analysis, facilitated group work, decision simulations and structured peer review. Participants apply methods to realistic brand situations such as a bank repositioning a service offer, a public agency improving trust, or a manufacturer rationalising its portfolio. Brand audit evidence, positioning choices, communication decisions and measurement results are examined through practical templates. Individual application planning helps participants transfer the methods to an active brand, product or service challenge.

Requirements and prerequisites

Participants should have practical exposure to marketing, communications, product management, customer experience or commercial planning. They should be familiar with basic marketing terms such as customer segments, competitors, campaigns and customer research. Experience working with a brand, product line, service proposition or customer-facing channel is helpful. No prior brand management qualification is required. Participants do not need design software, market research expertise, financial modelling skills or responsibility for a large advertising budget. The course builds from practical marketing knowledge rather than introductory marketing theory.

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 practical familiarity with marketing, communications, products, services or customer experience. You do not need a previous brand qualification, design background or market research specialism.

Bring information about a brand, product, service or customer challenge you currently work with, if confidentiality permits. Useful material includes customer feedback, campaign examples, brand guidelines, research findings or performance measures.

It suits marketing and brand professionals with some workplace experience who need to make more structured brand decisions. It is also relevant to product, communications, customer experience and business development managers.

General marketing courses typically cover the wider marketing mix, campaign planning and channel activity. This course concentrates on brand equity, positioning, identity, portfolio choices, customer experience and long-term brand measurement.

Participants can use the templates to audit a current brand, clarify audience priorities, improve a positioning statement or review campaign consistency. The final application plan identifies decisions, stakeholders, evidence and immediate actions.

The five days contain approximately 32.5 contact hours, normally delivered from 08:30 to 16:30. Time is divided across ten modules covering brand strategy, insight, positioning, identity, communications, experience, measurement and governance.

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

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