Executive Development Programme Brand Portfolio Management: Leading Change
-- ViewingNowThe Executive Development Programme Brand Portfolio Management: Leading Change is a certificate course designed to empower professionals with the essential skills to drive change and manage brand portfolios effectively. In today's dynamic business environment, the ability to lead change and manage brands is crucial for career advancement.
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• Understanding Brand Portfolio Management: An overview of the key concepts, principles, and best practices in managing a portfolio of brands. This unit will serve as the foundation for the rest of the program.
• The Role of Executive Leadership in Brand Portfolio Management: An exploration of the critical competencies and behaviors required to lead and manage a successful brand portfolio, including strategic thinking, decision-making, and change management skills.
• Brand Architecture and Positioning: An in-depth examination of the different types of brand architectures and how they can be used to create a clear and differentiated positioning for each brand in the portfolio. This unit will also cover the importance of brand hierarchy, nomenclature, and visual identity systems.
• Brand Strategy Development: A step-by-step guide to developing a brand strategy, including setting brand objectives, conducting market research, analyzing competitive landscapes, and identifying target audiences. This unit will also cover the importance of integrating brand strategy with business strategy and the role of brand metrics in tracking performance.
• Brand Portfolio Management Tools and Techniques: An introduction to the various tools and techniques used in managing a brand portfolio, including brand valuation, brand equity measurement, and brand extension strategies. This unit will also cover the importance of portfolio optimization and the role of scenario planning in managing risk and uncertainty.
• Building and Leading High-Performing Brand Teams: An exploration of the key elements of building and leading a high-performing brand team, including team structure, roles and responsibilities, communication and collaboration strategies, and performance measurement and incentives.
• Driving Growth through Innovation and Creativity: An examination of the role of innovation and creativity in driving growth in a brand portfolio, including the identification and development of new brand opportunities, the management of innovation pipelines, and the use of design thinking and other creative problem-solving techniques.
• Managing Brand Risk and Reputation: A discussion of the various risks and challenges associated with managing a brand portfolio, including reputational risk, legal and regulatory risk, and cultural and social risk. This unit will also cover the importance of crisis management planning and the role of issues management in protecting brand reputation.
• Implementing and Measuring Change: A practical guide to implementing and measuring change in a
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