CERTIFIED BRAND MANAGER

Supporting Organization
Promotion Partner
CERTIFIED BRAND
MANAGER
Targeted Training for Brand Managers &
All Those Involved in Marketing Brands and Products
In collaboration with
The Association of International Product Marketing and Management (AIPMM)
AIPMM is the world’s largest professional organisation of product managers, brand managers, product
marketing managers and other individuals responsible for guiding their organisations and clients through a
constantly changing business landscape. It is the only organisation that represents those who manage the
entire product life-cycle throughout any industry.
YAHOO!
ACCA
Shell
Inc
Companies with
AIPMM Certified
Product / Brand
Managers
McGraw
Hill
PayPal
The Coca-
Microsoft
Cola
Apple Inc
Philips
Samsung
Company
KPMG LLP
AMERICAN
EXPRESS
eBay
Hitachi
IBM
“It brought out a lot of branding
elements. I am positive in my discussions
and resolute in brand management for
the organization that I work for. It is a
great experience.”
– Anonymous Brand Manager
“The certifications have differentiated
me from other candidates and have
helped me get additional interviews.
Furthermore, I believe they were
instrumental in helping me get an
outstanding job offer last week!”
Course Overview
The “Certified Brand Manager” program is designed to increase the
effectiveness of brand managers and others involved in marketing
products and/or brands.
The workshop provides tools and
knowledge for developing, strengthening and maintaining a brand or
portfolio of brands. It covers:




- Michael Jouaneh
The roles and responsibilities of brand management
How these evolve over time, the key organisational interfaces,
and the use of the classical Marketing “Ps” to strengthen a
brand
The different levels of the brand (e.g., elements, attributes,
personality & core values)
How each plays an important role in developing & maintaining
strong relationships with customers
Certification Credentials
"The exam itself was a challenging (and
RICAN humbling) experience. It measures
RESS thorough understanding of the essential
product management principles. I will
certainly recommend it to others, and
look for certified candidates when I hire
product managers. Congratulations to
AIPMM on setting a long-needed bar to
measure competence in this field!"
- Linda Merrick
"Establishing a common measurement
of Product Managers' ability is an
important
step
toward
greater
recognition of this critical role's
importance across industries. I applaud
the AIPMM for leading the way."
- Mara Krieps
“There is definitely a sense of pride in
knowing that I proved to myself and
others I know the best practices for
Product Management. In addition,
recruiters have said it makes my resume
stand out from the rest.”
- Holly Hansen
Through the Certified Brand Manager course, individuals have the
opportunity to pursue continuing education and increase industry
involvement and industry-wide recognition by achieving the certified
designation. The workshop includes an exam and all other
prerequisites to qualify for the “Certified Brand Manager”
professional certification from the Association of International
Product Marketing & Management (AIPMM).
Course Benefits




Increase your effectiveness as a brand manager by learning
industry best practices used successfully all over the world
Earn a globally recognized certification credential to boost
your career as a Certified Brand Manager
Learn how to create stronger relationships between your
brand and your customers
Understand the role of brand management and its relationship
to functional marketing, product management and other key
stakeholders
Course Outline
Introduction &
Course Objectives
To begin the course, the attendees will identify the major challenges facing them, so the
instructor can focus various parts of the discussion on the issues that are most relevant
and valuable.
PLANNING/Building
Brand Management
Programs
A well-designed Brand Management Process helps to align an organisation around the
direction, the choices, and the tactics needed for a brand to achieve their goals. In this
portion of the training, we will focus on the best-in-class methods for designing,
planning, and executing the brand management process of the organisation.
 Introducing Brands and Brand Management
 What is a Brand and Why Does it Matter?
 What can be Branded?
 The Brand Management Process
Exercise: What do brands mean to me?
 Creating a Brand Strategy
 CBBE Customer Based Brand Equity
 The Brand Value Chain
 Brand Building in 4 Steps
Exercise: Examining strong brand positions
 Creating and Executing Brand Marketing Programs
 Choosing Strategic Brand Elements
 Creating Effective Brand Marketing Programs
 Leveraging Brand Relationships
Exercise: Brand elements
MEASURING Brand
Performance
Marketers need timely, accurate, and actionable data in order to inform business
decisions in both the short and long term. In this section, course participants will learn
how qualitative and quantitative brand research, in addition to performance tracking,
is utilized to ensure growth over time.
 Creating a Brand Equity Measurement and Management Process
 Effective Research Techniques to Measure Brand Equity
 Qualitative Methods
 Quantitative Methods
 Understanding Market Performance Outcomes of Brand Equity
Exercise: Marketing assessment questionnaire
GROWING &
SUSTAINING Brand
Equity
How can one create a strong brand and sustain it? Generic terms like product quality,
differentiation, and effective positioning are often mentioned, but usually as generic
concepts. In this part of the training, participants will learn how to use strategic
frameworks and concepts based on specific value-enhancing actions that establish and
sustain successful brands.
 Creating a Strategic Brand Architecture
 Brand Extensions
 Maintaining the Brand Long-Term
 Reinforcing/Revitalizing/Repairing
 Managing Brands Across Cultures & Segments
Exercise: Brand extension evaluation
Paula Gray
is an applied cultural anthropologist and the Director of Research and
Knowledge Development at the Association of International Product Marketing &
Management (AIPMM). She uses her knowledge of anthropology, human behaviour and
language to help product managers, brand managers and marketers see a holistic picture of
their customer and their corporate culture. She believes that any time humans are
involved in a process, anthropology can yield insight. Paula has worked with corporations
around the globe using her cultural skills to help build connections between products and
customers. Her favorite saying is “I’m an anthropologist, nothing humans do surprises me!”
Who Should Attend?
This course is designed for brand managers and those responsible for creating and
strengthening a company’s brands. In addition, it is useful for those who interact
with brand managers and those who are responsible for marketing goods and
services.
 Brand Managers and those responsible for managing the function
 Marketing managers, product managers, product marketing managers and
others responsible for marketing products
 Business managers and others wanting to become more knowledgeable about
the role of the brand and its impact on the business
Date:
Time:
Venue:
Language:
Fee:
19-21 November 2014
09:00 – 18:00
Hong Kong (TBC)
English
3-Day Certified Brand Manager (CBM®) Prep Course & Exam : HK$27,300
AIPMM Annual Membership Fee: HK$975

Members of supporting organizations can enjoy the preferential rate of
HK$26,500 per seat
*HKQAA reserves the right to cancel the course, change the trainer, contents, date, time and / or venue as necessary.
APPLICATION FORM
Course Code: PC19E/HK-11A
Program on AIPMM
CERTIFIED BRAND MANAGER
Company Name:
HKQAA Certification No.
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PROGRAMME ENQUIRIES
Mr. Anson Wong/ Ms. Rachel Cheng
Tel:
2202 9395 /2202 9330
Email:
[email protected] / [email protected]
Fax:
2202 9198
Website:
http://www.hkqaa.org/