An Intensive 2-day Training Course

Strategic Brand Development and Performance Management

Increasing Brand/Portfolio Value

Course Introduction

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 OXFORD Strategic Brand Development and Performance Management online training Course will provide you with a good understanding of how to track brand value/performance and research/plan brand development.

This online training Course will highlight:

  • Valuing brands as assets
  • Assessing brand performance
  • Research methods for brand managers
  • Maintaining the brand portfolio
  • Adding to the brand portfolio


By attending this online Course, 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

Training Methodology

This online training course will utilize a variety of proven online learning techniques to ensure maximum understanding, comprehension, retention of the information presented. The training course is conducted Online via an Advanced Virtual Learning Platform in the comfort of any location of your choice.

Organisational Impact

Attending this Strategic Brand Development and Performance Management  online training course, the participants will return to their organizations with a broader understanding of how strategic brand management activities support business objectives, including how to:

  • Value brands, using a price premium methodology
  • Research brand performance
  • Develop a coherent brand architecture
  • Analyze future brand developments
  • Maintain the brand portfolio
  • Extend the brand portfolio

Personal Impact

This online training course will help the participants to strengthen their strategic brand management capabilities, including:

  • A structured approach to managing brands
  • Assessing brand value
  • Applying appropriate brand research methods
  • Building brand portfolios using an architectural approach
  • Keeping brand portfolios in good shape
  • Setting up direct and/or indirect channels to market, as appropriate

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

Course 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

 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


Oxford Management Centre Certificate will be provided to delegates who successfully completed the training course.



In association with

GLOMACS Training & Consultancy

GLOMACS Training & Consultancy

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2 Days



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