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| Course Name: | Brand Management
| | Discipline: | Marketing and Sales Management | | Faculty: | Clemente Colayco, et. al.
| | Description: | With competencies gained in this creativity-stimulating hands-on immersion in product development and brand management, marketing professionals will attain the ultimate purpose of a marketer, to build a market defining brand. They will sharpen practice with proven brand/product building knowledge from experts in the field. Know practical tips on when to use single, multiple or co-branding product strategies. Integrate product development and brand strategy. Interactive and expertly coached exercises enable you to develop a real feel for the aesthetic and functional aspects of product/brand building.
*Please call 8302050 for the schedule breakdown | | Schedules: | | Date: | October 13, 2010 - October 23, 2010 | | Faculty: | Clemente Colayco, et. al. | | Day Schedules: | 9:00 am-6:00 pm
Saturday
5:30 pm-9:30 pm
Wednesday, Thursday
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| | Objective: | After the course, you will:
1. Understand and manage the intimate relationship between products and brands,
the synergy of which is essential to sustain successful marketing;
2. Gain insights on how to develop profitable products that fulfill the brand promise
and personality;
3. Develop the art of juggling brand and product portfolios; avoid losing one through
the gaps or being squeezed out by overlaps;
4. Know practical tips about when to use single, multiple or co-branding product
strategies;
5. Competently define and craft the positioning statement of the brand which is imperative
to brand building;
6. Learn the secrets not only to taking brands aloft, but keeping them up in the sky, avoiding common traps; and
7. Have a better view of other dimensions/trends in contemporary brand marketing in the
Philippines. | | Outline: | Mastering Product Management – And They Lived Happily Ever After
I. How to effectively build an optimal product mix and line
without gaps or cannibalization
II. Product life management
A. Repositioning by function, target or market, price
B. Product mix, line and category extensions
C. Product improvements
III. Matching the marketing mix to product life cycle stage
IV. Case Exercises – Non-financial product portfolio
analysis
Mastering Brand Management
I. Brand strategy development process – Review of how
to build an icon!
II. Extending a Brand – How to leverage icons
A. Types of brand extensions – Branching out
B. Advantages and pitfalls of extending a Brand –
Don't hang out on a limb
C. Managing the brand through its life cycle –
The Brand Plan
III. Brand portfolio management – How to manage Stars
A. Brand portfolios and market segmentation –
Laying out stars in the sky
B. Multi-brand strategies – Stars for everyone?
C. Multi-brand limitations - Falling stars
Integration
I . Case exercises / Guest speaker case presentations
II. Group presentation
TESTIMONIALS PAGE |
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ATENEO de MANILA UNIVERSITY
ATENEO GRADUATE SCHOOL of BUSINESS
CENTER for CONTINUING EDUCATION
3rd Floor, Ateneo Professional Schools Bldg., 130 H.V. Dela Costa St., Salcedo Village, Makati City, Philippines 1200
Telephone Numbers: 830.2050, 840.1742 | Fax Numbers: 810.7809, 867.3824
Copyright (C) 2008 Ateneo De Manila University Ateneo Graduate School of Business Center for Continuing Education
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