Certified Brand Manager (CBM)
Intensive 5-day course · English, Arabic & European languages
- Duration5 days
- FormatClassroom or live online
- LanguageEnglish, Arabic or a European language
- CertificateARUK Certificate of Attendance
- FeeFrom £2,280 + VAT
Brand managers and marketing professionals examine how to develop and maintain brands in this five-day course. Delegates study positioning and brand identity, then consider equity and portfolio strategies. Brand audits and return on brand investment provide methods for reviewing performance and deciding on remedial action.
Classroom
Public courses in our cities
- 19–23 Oct 2026Abu Dhabi£4,200 + VAT
- 2–6 Nov 2026Jeddah£4,200 + VAT
- 16–20 Nov 2026Barcelona£3,080 + VAT
- 7–11 Dec 2026Paris£3,600 + VAT
- 21–25 Dec 2026Muscat£3,080 + VAT
- 11–15 Jan 2027Barcelona£3,080 + VAT
Show 23 more dates
- 25–29 Jan 2027Singapore£4,200 + VAT
- 8–12 Feb 2027Paris£3,600 + VAT
- 22–26 Feb 2027Muscat£3,080 + VAT
- 1–5 Mar 2027Frankfurt£2,600 + VAT
- 15–19 Mar 2027Casablanca£2,280 + VAT
- 5–9 Apr 2027Manama£3,080 + VAT
- 19–23 Apr 2027Barcelona£3,080 + VAT
- 3–7 May 2027Paris£3,600 + VAT
- 17–21 May 2027Amman£3,400 + VAT
- 14–18 Jun 2027Barcelona£3,080 + VAT
- 28 Jun – 2 Jul 2027Madrid£3,400 + VAT
- 12–16 Jul 2027Paris£3,600 + VAT
- 26–30 Jul 2027Berlin£3,400 + VAT
- 2–6 Aug 2027Frankfurt£2,600 + VAT
- 16–20 Aug 2027Milan£3,400 + VAT
- 6–10 Sep 2027Malaga£3,080 + VAT
- 20–24 Sep 2027Barcelona£3,080 + VAT
- 4–8 Oct 2027Paris£3,600 + VAT
- 18–22 Oct 2027Sarajevo£3,400 + VAT
- 8–12 Nov 2027Barcelona£3,080 + VAT
- 22–26 Nov 2027Dubai£4,200 + VAT
- 13–17 Dec 2027Paris£3,600 + VAT
- 27–31 Dec 2027Riyadh£4,200 + VAT
Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%
Can't make these dates? We can run this course for your team on dates that suit you. Ask for custom dates · In-house options
Online (live)
With a trainer, on dates to suit your team
This course can be taught live online by a trainer, in English, Arabic or any European language, for one person or a whole team.
£1,850 + VAT
Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%
Tailor this course
Pick what you want changed and we’ll come back with a proposal and price.
Course overview
Consumers, buyers, prospects and employees may be uncertain about an organisation when its brand reputation is weak. Brand managers adapt strategy to the target market and act as brand guardians, preserving brand integrity across marketing initiatives and communications. Their responsibility may extend to a product portfolio. The course provides tools and processes for developing, strengthening and maintaining individual brands or a portfolio, from the positioning statement through to performance measurement.
The five days cover the full brand management cycle. Delegates begin with the foundations: what a brand is, why brands matter and how branding differs from marketing. They work through three planning models (brand positioning, brand resonance and brand value chain), then move to the strategic management process: establishing position, fulfilling the brand contract, communicating the brand and measuring Return on Brand Investment.
Later sessions examine brand equity and identity in detail, covering loyalty, awareness, perceived quality and brand associations, followed by portfolio strategy including flanker brands, line extensions and brand extensions. The final day is devoted to brand auditing: how to run a full audit, apply the brand audit questionnaire and evaluate advertising against the 'big idea'.
Course objectives
By the end of the course, delegates will be able to:
- Define brands and describe the opportunities and challenges they face in competitive markets
- Plan and write a brand positioning statement that reflects the brand's promise and the expectations of target customers
- Build a strategic brand and track its growth and sustainability using researched planning models
- Analyse the elements of brand equity and brand identity to build consistent, sustainable brands
- Identify brand strategies aligned with the status of existing and new markets and products
- Conduct a full brand audit to evaluate performance and determine remedial actions
Target competencies
- Brand managers and people responsible for the brand function
- Marketing managers
- Product managers, product marketing managers and others using brands to market products
- Business managers seeking greater knowledge of brand's role in the organisation
Daily agenda
- Day 1
Brand foundations and planning models
- Defining what constitutes a brand
- Reasons for the importance of brands
- How brands have developed over time
- Distinguishing branding activities from marketing
- Current opportunities and challenges for branding
- How the branding process works
- Defining equity based on customers' perceptions of a brand
- Developing customer-based brand equity
- Benefits of equity built through customer perceptions
- The 3 tools used to support brand planning
- Planning with the brand positioning model
- Applying the brand resonance model
- Understanding the brand value chain model
- Day 2
Managing a brand strategically
- A management process model and development of the brand vision
- Stage 1: establishing the brand's position
- Stage 2: delivering on the brand contract
- Stage 3: communicating the brand
- Stage 4: metrics for Return on Brand Investment (RoBI)
- Defining brand positioning and the values it conveys
- Preparing and delivering marketing programmes for a brand
- Measuring brand results and interpreting performance
- Increasing brand equity and sustaining it over time
- Day 3
Understanding brand equity and shaping identity
- Defining brand equity and its elements: loyalty, awareness, perceived quality and associations
- Design choices that establish a brand's identity
- The elements from which brand identity is formed
- Expressing the essence of a brand
- Day 4
Portfolio choices and brand growth
- Branding philosophies and choices for growth
- Introducing a new brand
- Using flanker or fighting brands
- Extending an existing product line
- Extending a brand into other products
- Day 5
Auditing and evaluating brands
- Defining the purpose and scope of a brand audit
- Methods for carrying out brand audits
- Using a questionnaire to examine a brand
- Assessing the brand's 'big idea'
- Reviewing advertising performance
Certificate
Every delegate who completes the course receives an ARUK Training Certificate of Attendance.
Frequently asked questions
How do I register?
Choose a date and city in the schedule and press Register, or send us an enquiry. Our team confirms your place and sends an invoice.
Are fees shown with VAT?
Fees are shown per delegate and exclude VAT, which is added to the invoice where applicable.
Can this course be delivered for our team only?
Yes. Any ARUK course can be delivered in-house at your premises, in a meeting room we book for you, or 1-to-1.
Is this course available online?
Yes. We run it live online with a trainer, on dates that suit your team, for £1,850 + VAT per delegate.
Is there a group discount?
Yes. 20% for 2 delegates, 35% for 3 delegates and 50% for 5 or more delegates on the same course.
Can the course be delivered in Arabic or another language?
Yes. Our courses can be delivered in English, Arabic or any European language, by a trainer who teaches in that language. Mention your preferred language when you register or enquire.
What certificate will I receive?
An ARUK Training Certificate of Attendance.
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