Brand management defines the strategic direction and internal disciplines required to create value for the organisation, its shareholders, its customers, and other key stakeholders. Across an interactive day you will build a practical understanding of how ‘challenger’ brands, such as Apple, Nudie, and Virgin need their own set of marketing rules and way of behaving if they are to effectively compete against the market leader.

Course Content

Day One

• Module 1 – Challengers v’s Leaders – Thinking & Behaving Differently
• Module 2 – Challenger Brand Model – The First Three Credos
• Module 3 – Challenger Brand Model – The Other Five Credos
• Module 4 – ‘Branding Application’ Workshop – Test-driving some key concepts

Your pre-course readings comprise some articles/papers. You are expected to read and think about the specific questions – before you attend the all day session. Being prepared will enable you to fully participate in small group and wider discussions, and thereby get much more out of attending the course.

on the day, attendees need to bring examples of his/her organisation’s internal and/or external branding elements e.g. brand story, brand values, brand guidelines, product range/s, packaging format/s, advertising, collateral, DM, website reference, POS materials, and so forth. This will ensure that each attendee has relevant ‘branding’ inputs for the application workshop.

Course Outcomes

At the end of this course participants will have:

1. A strong understanding of the eight critical areas where challenger brands need to think and behave differently to leader brands;
2. Be able to more confidently engage in and contribute to highly entrepreneurial ‘brand building’ activities, and discussions.

Suitable for

Those who have previously completed the Brand Management Level 1 course; those who have at least two years career experience in a branding or directly related (eg; design, HR, operations, customer service, marketing, sales) role.

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