The main purpose of brand management is to provide an overview of how to enhance "Management of Brands" to improve customer experience and brand value. In this session at The British Academy for Training and Development, a brief review of strategic thinking in brand management will be presented, focusing on the situation, tasks, identification, stakeholder participation, and extending the brand's validity. The course will also reveal how to develop unique brand management expertise and avoid brand profiling.

Successful management of global brands requires balancing local ambitions with a global strategic vision. In an era of globalization, multinational corporations, and the rise of trade and social interaction online, managing global brands has become increasingly complex. The key to success lies in two main factors: perseverance and harmony. Enterprises with a global brand portfolio adopt various styles and systems for managing brands, but foundational principles remain essential for building and maintaining performance.

Trademark management in today's complex business environment poses significant challenges, as brands face increased competition, regulatory pressures, and fluctuating distribution and manufacturing costs while striving to maintain their reputation. Global trademark management practices must be flexible and aligned with growth and sustainability goals to effectively navigate numerous internal and external factors across different geographical areas.

While advertising management is a multifaceted process that involves various media to promote products or services, it begins with market research and includes informational campaigns that support sales. Without effective advertising management, media campaigns will fail to achieve their objectives, hindering the marketing process. Consequently, companies that implement a robust advertising management process are better positioned to succeed 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.