An Interactive 2-Day Training Course
Strategic Brand Development and Performance Management
Increasing Brand/Portfolio Value
Course Overview
The power of brands has increased enormously in the past 25 years – Apple®, Google®, Microsoft®, Amazon® and Facebook® have combined annual revenues in excess of $800 billion and previously defunct brand names such as Blaupunkt® and Akai® have been revived – because brands sell products and services, to consumers and to businesses.
This GLOMACS Strategic Brand Development and Performance Management training seminar will provide you with a good understanding of how to track brand value/performance and research/plan brand development.
This GLOMACS online training seminar will highlight:
- Valuing brands as assets
- Assessing brand performance
- Research methods for brand managers
- Maintaining the brand portfolio
- Adding to the brand portfolio
Training Objectives
By attending this GLOMACS online seminar, you will learn to:
- Discuss how to place a value on a brand
- Explain how to assess brand performance
- Assess different research methods and how to use comparative methods to test brand options
- Formulate a brand architecture
- Plan how to extend a brand/appraise the pros and cons of brand expansion
- Discuss portfolio maintenance
Who should Attend?
This online training course is suitable to a wide range of professionals with an interest in brand management and marketing, but will greatly benefit:
- Marketing Executives
- Brand Managers
- Key Account Executives
- Business Development Professionals
- Entrepreneurs
- Small to Medium Enterprise (SME) owners and Managers
- Sales Executives and Sales Managers
About Saudi Glomacs
At Saudi GLOMACS, we specialize in delivering world-class training courses in Saudi Arabia and across various international locations. Our training courses are tailored to meet the unique demands of Saudi Vision 2030 and the Human Capability Development Program, focusing on empowering Saudi citizens and enhancing workforce skills. We offer diverse courses spanning leadership, management, engineering, and technical disciplines to cultivate expertise and drive professional growth. Our flexible learning options—whether in-person, online, or in-house—ensure accessibility and convenience for individuals and organizations alike.
With over 30+ years of experience through the GLOMACS global network, we are committed to delivering innovative, results-driven training solutions. Our expert instructors combine industry knowledge with dynamic teaching methods, fostering practical skill development and long-term career success. By choosing Saudi GLOMACS, you're investing in personal excellence and contributing to the Kingdom’s sustainable economic growth and vision-driven transformation.
Training Outline
DAY 1: Brand Value, Performance and Research
- Developing brand financials, e.g. return on investment, future cash flows, net present value
- Establishing the brand value chain
- Assessing brand performance
- Supporting brand audits with focused tracking surveys
- Using research to identify customer perception of brands
- Qualitative and quantitative research methods
- Brand based and marketing based comparative methods
- Conjoint analysis, residual based and valuation-based methods
DAY 2: Brand Architecture
- Brand strategy and brand architecture, developing a hierarchy of brands
- Creating a brand architecture
- Building brand equity Introducing new products and brand extensions
- Designing brand extensions, naming brand extensions for maximum impact
- Managing brands over an extended period of time
- Balancing the brand portfolio, refreshing tired brands, developing acquisitions and divestments
- Introducing new market segments
- Introducing new regional/continental markets, dealing with international considerations, building global brand equity
Certificates
- On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates
- Continuing Professional Education credits (CPE) : In accordance with the standards of the National Registry of CPE Sponsor, one CPE credit is granted per 50 minutes of attendance
Accreditation
GLOMACS is registered with NASBA as a sponsor of Continuing Professional Education (CPE) on the National Registry of CPE Sponsors. NASBA have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.
All Training Seminars delivered by GLOMACS by default are eligible for CPE Credit.
Providers and Associations
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