Global Learning for Operational Leaders
Classroom
14 sessions
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Online / Live
14 sessions
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Introduction
Course overview
Strong brands are one of the most valuable assets for any organization, driving customer loyalty, market differentiation, and long-term profitability. The Certified Brand Manager (CBM) course is designed to equip professionals with the strategic and practical skills needed to build, manage, and grow powerful brands. Participants will learn how to develop brand strategies, manage brand identity, position products and services effectively, and measure brand performance in competitive markets. This course also prepares participants for CBM certification while strengthening real-world branding capabilities.
What you will achieve
Learning objectives
- Understand core principles of brand management and brand equity
- Develop effective brand positioning and differentiation strategies
- Create and manage brand identity and messaging systems
- Analyze target markets and customer behavior
- Build and sustain strong brand equity over time
- Apply digital branding and social media strategies
- Measure brand performance and market impact
- Prepare for Certified Brand Manager (CBM) certification
Who should attend
Target audience
- Marketing and Brand Managers
- Business Development Professionals
- Product Managers and Sales Managers
- Entrepreneurs and Business Owners
- Advertising and Communications Professionals
- Professionals preparing for CBM certification
- Target Competencies
- Brand strategy development and execution
Methodology
Learning approach
- This course combines strategic marketing theory with practical branding applications. Participants will engage in case studies of global brands, interactive workshops, and brand development exercises. Activities will include brand positioning analysis, customer segmentation, storytelling development, and brand equity measurement. Real-world examples from corporate, B2B, and consumer markets will be used to enhance applied learning.
Complete course outline
Five focused days of learning and application
The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.
Day 1
Foundations of Brand Management
- Introduction to branding and brand equity
- Role of brands in business success
- Brand elements and identity systems
- Coffee break
- Brand elements and identity systems (continued)
- Brand architecture models
- Understanding customer perception
Day 2
Brand Strategy and Positioning
- Market segmentation and targeting
- Brand positioning frameworks
- Competitive analysis and differentiation
- Coffee break
- Competitive analysis and differentiation (continued)
- Value proposition development
- Building strong brand narratives
Day 3
Brand Identity and Communication
- Visual identity systems (logo, colors, tone)
- Brand voice and messaging strategy
- Integrated marketing communications
- Coffee break
- Integrated marketing communications (continued)
- Storytelling for brand engagement
- Consistency across channels
Day 4
Digital Branding and Customer Engagement
- Social media branding strategies
- Digital marketing channels and tools
- Content strategy for brand growth
- Coffee break
- Content strategy for brand growth (continued)
- Customer experience and engagement
- Managing online brand reputation
Day 5
Brand Performance and Certification Preparation
- Measuring brand equity and performance
- KPIs for brand management
- Case studies of global brands
- Coffee break
- Case studies of global brands (continued)
- Brand crisis management basics
- Final review and CBM exam preparation
FAQ
Frequently asked questions
What does Certified Brand Manager (CBM) (PR-003) cover?
This course covers Public Relations through a structured five-day outline focused on practical application, discussion, and implementation planning.
When is the next available session?
The next scheduled session starts on 16 - 20 November 2026. See the course schedules section for the available dates and delivery formats.
Who should attend this course?
Marketing and Brand Managers, Business Development Professionals, Product Managers and Sales Managers
Is bilingual course delivery available?
Yes. All course materials and presentations are provided in English, while bilingual explanation and discussion support may be available depending on the selected location and trainer availability. For example, when attending a course in Istanbul, you may request a Turkish-speaking trainer to explain the English course content in Turkish. Arabic explanation support may also be requested at this location. Other languages are available in selected cities. You can choose your preferred language support as an optional preference during registration.
How can I register for a session?
Use any Register button next to the available course dates to open the participant registration page and submit your booking request for the selected session.
Is this course available online as well as classroom-based?
Check the course schedules section for currently published classroom and Online / Live sessions.
Where are classroom sessions delivered?
Current classroom venues include Barcelona, Dubai, Cape Town, Amsterdam, London, Istanbul, Munich, Paris, Frankfurt, Kuala lumpur, Rome, Vienna, Geneva, Madrid.
How long is the training programme?
The programme runs for five days, with up to five training hours per day, from 9:00 AM to 2:00 PM. Each programme includes a total of 25 training hours.
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Choose an available date and venue, add your participants, and we will email a formal quotation for Certified Brand Manager (CBM) to your business address.