Brand Management

Brands are valuable assets, particularly global brands which are worth billions of US dollars. The goodwill that has been built up can act as a powerful barrier against competitors and helps organisations grow into new markets.

Our work shows that brands can become stronger, not just by following the traditional models of brand building and solely focusing on consumers, but by adopting new models, to also capitalise on the brand building skills of all employees. In other words, while the Marketing Director plays a critical role in brand development, so too does the Human Resources Director. The ultimate brand manager is the CEO.

Test the strength of your brand against our Brand Management Quiz.

Brands are more than just logos and names - they are clusters of values that provide a basis for engendering greater customer satisfaction resulting in either a price premium or a guaranteed future income stream. Brands provide the strategic focus for a clear positioning, facilitate greater cohesion in communication programmes and enable staff to better understand the type of organisation they work for, thus providing inspiration about desired styles of behaviour. To realise the potential of a brand, managers need to have a portfolio of skills in brand building and we can help develop these.

Developing your Brand Building Skills

The Training Approach

We have run many training workshops in brand management for organisations with product brands and those with services brands. These have been undertaken for firms operating in consumer markets and industrial markets. Our approach is based on ensuring managers have a good understanding of relevant frameworks and tools - which are appreciated through the use of many examples in addition to getting delegates to apply these new tools to exercises and problems that relate to their markets.