This course covers some basic foundation of brand management specially tailored for FMCG / CPG marketers.
The course is structured in several sections covering the following topics:
· What is a brand profile and how you define it for your brand
· What are brand architecture, range architecture, communication architecture
· How to write a marketing concept and what are the differences between NPD concepts, communication concepts or activation concepts
· How to define crucial issues and opportunities that are affecting your brand
· How to develop and judge communication
· What are the typical type of promotions, how to write a promotion concept and how to link the type of promotion to the marketing objectives you want to achieve
We use powerpoint slides that are provided to help following the videos.