Certified Brand Manager® (CBM®)
Certified Brand Manager covers the roles and responsibilities of brand management, the key organisational interfaces, and the use of the classical marketing "Ps" to strengthen your brand. You will explore the different levels of your brand (e.g., elements, attributes, personality and core values), and how each plays an important role in developing and maintaining strong relation-ships with your customers. The course will provide insights into achieving the ultimate payoff by maximizing brand equity and brand value.
Upon completion of this workshop, participants will be able to:
Understand the role of brand management and its relationship to functional marketing, product management and other key functions
Strengthen your brand to develop and maintain deeper, longer lasting relationships with your customers
Increase your effectiveness as a brand manager and receive the industry certification, “Certified Brand Manager” from AIPMM
At least one year of experience in the field of brand management (or its equivalency)
Completed an acceptable course of study
Must be an AIPMM member
Benefits of the brand to the brand-holder and the customer
Trends in the relationship between customers and brands
How brand management fits into the company
The key organisational interfaces
The components of the brand identity
Brand personality, attributes and elements
Positioning your brand
The marketing Ps and how each influences the brand/customer relationship
Customer touch points and the customer journey
Integrated marketing communications
Measuring and optimizing brand equity
Brand architecture and the brand portfolio
Developing and maintaining the brand
CBM® Certification Exam
For more information on course module, please refer to our brochure.
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