The main purpose of brand management is to give subscribers an overview of how to improve “Management of brands” to improve customer experience and brand value. In this session we will provide a brief review of strategic thinking in brand management, focusing on the situation, the task, identification, stakeholder participation, and extend the validity of the brand. The course will also reveal how to develop distinctive brand management expertise and how to avoid brand profiling.

Successful management of global brand is the ability to achieve a balance between its ambition at the local level and its vision of its global strategy, in the era of  globalization, multinational corporations, and the spread of trade and social interaction on the Internet. The management of global brands has become more complex than ever before. The key to success is still about about two factors being perseverance and harmony. Enterprises with a global portfolio of brands have different styles and systems for managing global brands, but the principle remains the foundation for continued construction and maintenance of performance.

Trademark management in a complex business environment is a major challenge, as brands are affected by increased competition, laws, procurement, distribution and manufacturing costs, while at the same time required to maintain the company's reputation. Global trademark management practices need to be flexible and consistent with growth and sustainability requirements, so that they can manage this huge number of internal and external factors in multiple geographical areas. 

Although Advertising Management is a complex process the entails hiring of various media to sell a product or service, it starts very early by marketing research and includes informational campaigns that help sell the product. Without effective advertising management, media campaigns will not effectively operate, and the marketing process will therefore fail. Thus, companies that provide an effective Adv. management process always take a step forward in selling their goods and services.

This course is offered for each of the following categories:

• Brand managers who want to develop their skills.
• New people in public relations and media.
• Journalists and bloggers who want to know more about brands.
• Middle managers who want to move to brand management.
• Graduates who have an interest in brand management as a profession.
• Staff: Teachers, doctors, lawyers, accountants and others who want to know more about brand management

How does the participant benefit from the course?

Participants will be able to understand the intangible matters, their value and how brands could be changed in relation to new business models and social media. Participants will also learn about different topics such as brand identity, style of building, brand positioning and features, the essence and elements of the brand, as well as brand value and property rights. Other concepts will be presented in addition to the outlines and contents listed below.

• Introduction to the basics of brand management.
• How to reach from product to brand.
• Strategic considerations of brand and property rights.
• Brand support and communication services.
• Protecting the brand and keeping it.
• Building brand expertise and corporate social responsibility.