Marketing PR & Sales

Branding Basics


Who Should Attend:

  • Brand Managers, Marketing Managers, Market Research Managers & Product Managers
  • Recommended for all employees who want to expand their knowledge and understanding of brand management

Course Objectives

  • This certificate indicates that a participant has mastered the knowledge of build brand equity by properly choosing brand elements, designing marketing programs and activities
  • Enhance awareness and knowledge about branding issues in creative industries
  • Develop ability to identify strategic issues in branding of creative products
  • Develop critical perspectives in evaluating research in branding and applying them in strategic management of brands in creative industries
  • Develop hands-on abilities on brand building and marketing.

What will you gain?

By the end of this course you will be able to:
  • To empower participants with knowledge and capacities to understand and
  • analyze brand and branding management, from a corporate and consumer perspective
  • Analyzing carefully they key concepts surrounding the subjects of corporate perspective; the development of brand and brand architecture; the definition and role of marketing mix; the integrating marketing communication and brand management; the consumer perception in branding.

Course Content

  • Learning Unit 1
    • Identifying and Establishing Brand Positioning and Values
    • Customer-Based Brand Equity
    • Brand Positioning
    •  Planning and Implementing Brand Marketing Programs
  • Learning Unit 2
    • Choosing Brand Elements to Build Brand Equity
    • Designing Marketing Programs to Build Brand Equity
    • Integrating Marketing Communications to Build Brand Equity
    •  Leveraging Secondary Brand Associations to Build Brand Equity
  • Learning Unit 3 
    • Measuring and Interpreting Brand Performance
    • Developing a Brand Equity Measurement and Management System
    • Measuring Sources of Brand Equity: Capturing Customer Mind-Set
    • Measuring Outcomes of Brand Equity: Capturing Market Performance
  • Learning Unit 4
    • Growing and Sustaining Brand Equity
    • Designing and Implementing Branding Strategies
    • Introducing New Products and Brand Extensions
  • Learning Unit 5
    • Managing Brands over Time
    • Managing Brands over Geographic Boundaries and Market Segments
    •  Closing Perspectives
    • Closing Observations.

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