delivery
Classroom & Virtual
duration
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enrolled students
9,999
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overview
Course Overview
Building upon foundational branding knowledge, the Brand Manager course focuses on the strategic aspects of developing, implementing, managing, and optimizing brand strategies. Participants will learn how to ensure consistency across all touchpoints, measure brand performance effectively, lead initiatives to build brand equity, and make strategic decisions to strengthen the brand's market position. This course is designed for individuals aspiring to or currently holding Brand Manager or equivalent marketing roles.
Learning Outcomes
By the end of the Brand Manager course, participants will be able to:
- Develop and optimize brand strategy, including positioning, value propositions, and brand frameworks.
- Create, manage, and ensure consistent application of comprehensive brand identity guidelines (visual and verbal).
- Develop and oversee integrated brand communication plans, measuring effectiveness and optimizing campaigns.
- Analyze and optimize the end-to-end brand experience across critical customer touchpoints.
- Define, track, and analyze key brand health metrics to inform strategic decisions and report on ROI.
- Understand brand architecture models and manage brand portfolios, extensions, and protection strategies.
Curriculum
Module 1: Optimizing Brand Strategy & Positioning
Module 2: Developing & Optimizing Brand Identity
Module 3: Optimizing Integrated Brand Communications
Module 4: Managing & Optimizing the Brand Experience
Module 5: Advanced Brand Measurement & Optimization
Module 6: Optimizing Brand Architecture & Portfolio Management
Module 7: Brand Protection & Optimization
Module 1: Optimizing Brand Strategy & Positioning
Comprehensive Target Audience Research & Persona Development
Competitive Brand Analysis & Positioning Mapping Techniques
Developing Clear Brand Positioning Statements & Frameworks
Crafting Compelling Value Propositions & Brand Promises
Developing a Strategic Brand Narrative & Architecture Overview
Module 2: Developing & Optimizing Brand Identity
Developing & Maintaining Comprehensive Brand Guidelines (Visual Identity, Tone of Voice)
Managing Brand Identity Creation/Refresh Processes (Working with agencies/designers)
Ensuring Consistent Brand Identity Application (Internal & External Touchpoints)
Defining & Adapting Brand Voice for Different Platforms & Audiences
Module 3: Optimizing Integrated Brand Communications
Developing Integrated Brand Communication Plans (Objectives, Strategy, Tactics, Budget, KPIs)
Creating Key Messaging Frameworks & Communication Pillars
Selecting Optimal Channel Mix for Brand Campaigns (Paid, Earned, Shared, Owned)
Overseeing Execution of Brand Marketing Campaigns
Measuring Communication Effectiveness & Optimizing Based on Results (Attribution basics)
Module 4: Managing & Optimizing the Brand Experience
Mapping the End-to-End Customer Journey & Identifying Critical Brand Touchpoints
Developing Strategies to Enhance & Ensure Brand Experience Consistency
Analyzing Customer Feedback (Surveys, Reviews, Social Listening) for Brand Insights
Aligning Internal Culture & Employee Behavior with the Brand Promise
Module 5: Advanced Brand Measurement & Optimization
Defining Key Brand Health Metrics: Awareness (aided/unaided), Perception, Consideration, Preference, Loyalty, NPS (related to brand)
Designing & Implementing Brand Tracking Studies (Methodologies overview)
Analyzing Brand Performance Data & Calculating Brand ROI Basics
Reporting on Brand Health & Strategic Implications to Leadership
Using Insights to Optimize Brand Strategy, Tactics, and Budget Allocation
Module 6: Optimizing Brand Architecture & Portfolio Management
Understanding Brand Architecture Models: Branded House, House of Brands, Hybrid Strategies
Managing Relationships Between Brands within a Portfolio (Synergies, Cannibalization)
Developing Strategies for Brand Extensions & New Brand Introductions
Brand Naming & Portfolio Rationalization Concepts
Module 7: Brand Protection & Optimization
Managing Proper Trademark Usage & Working with Legal Teams
Monitoring for Brand Infringement & Counterfeiting Issues
Managing Online & Offline Brand Reputation (Review sites, social media crises basics)
Developing Brand Crisis Communication Plans & Response Strategies
who attends
Right For You
Participants enrolling for this programme will be required to have experience in a marketing, communications, or branding role (e.g., Brand Coordinator, Marketing Executive).
Completion of a foundational branding/marketing course or equivalent knowledge is beneficial.
Strong analytical, strategic thinking, and communication skills are essential.
Familiarity with marketing principles and basic business acumen.
Access to a computer and reliable internet connection.
Requirements:
- Brand Coordinators, Marketing Executives, or Assistant Brand Managers seeking career advancement.
- Experienced marketing professionals specializing or looking to specialize in brand management.
- Business owners or senior managers responsible for overall brand strategy and performance.
- Agency professionals (Account Managers, Strategists) working closely on client brands.
- Individuals seeking a deep, strategic understanding of brand building and management.
Prospective applicants who do not meet the programme requirement but want to join the programme should talk to a Career Advisor.
Key Program Features
Training
The Brand Manager training approach employs hands-on learning, which imparts the skills required for specific job roles.
Internship & Projects
The Brand Manager course provides up to 4 months of internship while working on real work projects, which adds expertise and verifiable work references in the resident country.
Career Development
The Brand Manager course assists participants in securing a job through the development of a professional profile and job prospecting.
teaching team
Meet Your Facilitator(s)
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The P&F Experience
Piston & Fusion Business Academy empowers individuals and businesses to achieve their professional goals through a variety of innovative courses, programs, and career services.
course schedule
The Schedule For This Course
Piston and Fusion offer the Course as Classroom in Lagos and Virtual Online Class in other states in Nigeria. See dates and fees for classroom and virtual online class.
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Virtual
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fees
What It Will Cost
Piston and Fusion offer the Course as Classroom in Lagos and Virtual Online Class in other states in Nigeria. See dates and fees for classroom and virtual online class.
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Ready to Join the Course?
This programme is designed for executives tasked with igniting innovation within their organisations, or who seek to create innovative solutions to a major challenge.
How to Apply:
- Check the website to select a course of choice and fee.
- Pay the registration fee and tuition to P&F account domiciled at First Bank
- DETAILS Account Name: Piston & Fusion Ltd Account Number: 2015242578 Bank: First Bank of Nigeria
- Send your name, phone no, email, training location, amount paid & proof of payment to fees@pistonandfusion.org
- Complete the enrollment form ONLY AFTER PAYMENT
- CASH PAYMENTS ARE NOT ALLOWED, ALL PAYMENTS MUST BE MADE TO THE COMPANY’S ACCOUNT.
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FAQs
Frequently Asked Questions
Yes, modern brand management relies heavily on data to understand audiences, measure performance, and justify strategic decisions. Module 5 specifically covers measurement.
The principles of brand strategy, positioning, and consistent experience apply regardless of budget size, though tactics will differ.
Brand Managers usually set the strategic direction and brief creative teams/agencies, providing feedback rather than doing the design work themselves.