Exam Preparation
CBM®Certified Brand Manager
Rating:
English
Intermediate
28 Nasba
FACE 2 FACE
ON SITE TRAINING
LIVE VIRTUAL
TRAINING
COACHING
& MENTORING
SELF-PACED
TRAINING
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Course Overview
The “Certified Brand Manager” program is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands. The workshop provides tools and knowledge for developing, strengthening and maintaining a brand or portfolio of brands. It covers:
→ The roles and responsibilities of brand management;
→ How these evolve over time, the key organisational interfaces, and the use of the classical Marketing “Ps” to strengthen a brand.
→ The different levels of the brand (e.g., elements, attributes, personality & core values)
→ How each plays an important role in developing & maintaining strong relationships with customers.
Overall, the course will provide insights into achieving the ultimate payoff by maximising brand equity and brand value. The exam at the end of the course will help you meet all the prerequisites to become a “Certified Brand Manager”.
Certification Credentials
Through the Certified Brand Manager course, individuals have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving the certified designation. The workshop includes an exam and all other prerequisites to qualify for the “Certified Brand Manager” professional certification from the Association of International Product Marketing & Management (AIPMM).
→ The roles and responsibilities of brand management;
→ How these evolve over time, the key organisational interfaces, and the use of the classical Marketing “Ps” to strengthen a brand.
→ The different levels of the brand (e.g., elements, attributes, personality & core values)
→ How each plays an important role in developing & maintaining strong relationships with customers.
Overall, the course will provide insights into achieving the ultimate payoff by maximising brand equity and brand value. The exam at the end of the course will help you meet all the prerequisites to become a “Certified Brand Manager”.
Certification Credentials
Through the Certified Brand Manager course, individuals have the opportunity to pursue continuing education and increase industry involvement and industry-wide recognition by achieving the certified designation. The workshop includes an exam and all other prerequisites to qualify for the “Certified Brand Manager” professional certification from the Association of International Product Marketing & Management (AIPMM).
Key Takeaways
1
Increase your effectiveness as a brand manager by learning industry best practices used successfully all over the world
2
Earn a globally recognized certification credential to boost your career as a Certified Brand Manager
3
Learn how to create stronger relationships between your brand and your customers
4
Understand the role of brand management and its relationship to functional marketing, product management and other key stakeholders
5
Bring tangible growth results to the organization as part of a strong brand team
Association of International Product Marketing & Management
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides value to its individual members, corporate members, strategic partners and sponsors by providing valuable content, training, education, certification and professional networking opportunities. The AIPMM Seven Phase Product Lifecycle Framework is a vendor independent Product Management and Product Marketing standard that takes into account best practices used in a wide range of companies and industries. This ensures that the most modern and up to date challenges faced in product management and product marketing are addressed for today’s environment. The Framework is part of the AIPMM Product Body of Knowledge (ProdBOK) that was developed with input from over 50 experts and endorsed by more than half a dozen consulting companies. The Framework includes seven distinct product phases, from Conceive to End of Life, and covers all aspects during the entire product lifecycle.
Course Outline
Day 1
Introduction & Course Objectives
To begin the course, the participants will identify the major challenges facing them, so the instructor can focus various parts of the discussion on the issues that are most relevant and valuable.
Day 2
PLANNING/Building Brand Management Programs
A well-designed Brand Management Process helps to align an organization around the direction, the choices, and the tactics needed for a brand to achieve the organization goals. In this portion of the training, we will focus on the best-in-class methods for designing, planning, and executing the brand management process of the organization.
Introducing Brands and Brand Management
What is a Brand and Why Does it Matter?
What can be Branded?
The Brand Management Process
Exercise: What do brands mean to me?
Creating a Brand Strategy
CBBE Customer Based Brand Equity
The Brand Value Chain
Brand Building in 4 Steps
Exercise: Examining strong brand positions
Creating and Executing Brand Marketing Programs
Choosing Strategic Brand Elements
Creating Effective Brand Marketing Programs
Leveraging Brand Relationships
Exercise: Brand elements
Introducing Brands and Brand Management
What is a Brand and Why Does it Matter?
What can be Branded?
The Brand Management Process
Exercise: What do brands mean to me?
Creating a Brand Strategy
CBBE Customer Based Brand Equity
The Brand Value Chain
Brand Building in 4 Steps
Exercise: Examining strong brand positions
Creating and Executing Brand Marketing Programs
Choosing Strategic Brand Elements
Creating Effective Brand Marketing Programs
Leveraging Brand Relationships
Exercise: Brand elements
Day 3
MEASURING Brand Performance
Marketers need timely, accurate, and actionable data in order to inform business decisions in both the short and long term. In this section, course participants will learn how qualitative and quantitative brand research, in addition to performance tracking, is utilized to ensure growth over time.
Creating a Brand Equity Measurement and Management Process
Effective Research Techniques to Measure Brand Equity
Qualitative Methods
Quantitative Methods
Understanding Market Performance Outcomes of Brand Equity
Exercise: Marketing assessment questionnaire
Creating a Brand Equity Measurement and Management Process
Effective Research Techniques to Measure Brand Equity
Qualitative Methods
Quantitative Methods
Understanding Market Performance Outcomes of Brand Equity
Exercise: Marketing assessment questionnaire
Day 4
GROWING & SUSTAINING Brand Equity
How can one create a strong brand and sustain it? Generic terms like product quality, differentiation, and effective positioning are often mentioned, but usually as generic concepts. In this part of the training, participants will learn how to use strategic frameworks and concepts based on specific value-enhancing actions that establish and sustain successful brands.
Creating a Strategic Brand Architecture
Brand Extensions
Maintaining the Brand Long-Term
Reinforcing/Revitalizing/Repairing
Managing Brands Across Cultures & Segments
Exercise: Brand extension evaluation
Creating a Strategic Brand Architecture
Brand Extensions
Maintaining the Brand Long-Term
Reinforcing/Revitalizing/Repairing
Managing Brands Across Cultures & Segments
Exercise: Brand extension evaluation
Who Should Attend?
This highly practical and interactive course has been specifically designed for
This course is designed for brand managers and those responsible for creating and strengthening a company’s brands. In addition, it is useful for those who interact with brand managers and those who are responsible for marketing goods and services.
→ Brand Managers and those responsible for managing the function
→ Marketing managers, product managers, product marketing managers and others responsible for marketing products
→ Business managers and others wanting to become more knowledgeable about the role of the brand and its impact on the business
FAQ
What language will the course be taught in and what level of English do I need to take part in a LEORON training program?
Most LEORON courses are delivered in English. However, there are some courses offered in Arabic, mainly online. For our in-house courses, sessions can be curated and delivered in any language upon request. In general, the best way to confirm language availability is to check with our Enrollment Managers for the most up-to-date information. Simply click on “Let’s talk on WhatsApp” to chat with us directly.
What formats are the courses offered in?
LEORON delivers training in various formats including face-to-face, live virtual sessions, self-paced learning, in-house delivery as well as online courses.
Are LEORON Public courses certified by an official body/organization?
Yes, most LEORON public courses are accredited by internationally recognized bodies such as CIPD, ATD, PMI, EdEx, and many others—depending on the course.
Who accredits LEORON’s training programs?
LEORON partners with over 20 international bodies such as PMI, CIPD, ATD, EdEx, NASBA, CISI, GARP, HRCI, SHRM, ACCA, ASQ, IIA, ILM, IAC, and others
Are CPD points or PDUs provided?
Yes, learners can earn CPD credits and professional development units (PDUs) including NASBA CPEs, PMI PDUs, CISI, GARP, HRCI, SHRM, and more.
How can I register for a course?
You can register through our website by filling in the inquiry form, or by speaking directly with one of our consultants via WhatsApp or email. Once we confirm your interest, we’ll guide you through the steps.
When is the registration deadline for public courses?
Registration typically closes 14 days before the course start date, with occasional late registrations accepted upon confirmation
What is included in the course fee?
The fee generally covers 5-star venue facilities, training materials, certified instruction, lunches and refreshments, plus certification and membership where applicabl0065
Are there group rates or discounts?
Yes, group bookings and corporate-level discounts are available. Learners are encouraged to reach out to discuss specific arrangements
What support is available with registration?
Enrollment Managers and a Registration Desk assist with the entire process, including deadlines, travel logistics, and course customization. As well as any other special requests you might have. Simply to go your preferred course and click on “Let’s chat on WhatsApp” to do so.
Can I request a bespoke course at my location or within my organization?
Yes, in-house training is fully customizable in terms of curriculum, language, delivery, and timing. You can suggest dates and locations. Simply to go your preferred course and click on “Let’s chat on WhatsApp” in order to address any questions or concerns in this regards.
What is the refund or cancellation policy?
Refund and cancellation policies vary depending on the course type and location. Generally, cancellations made at least 14 days before the course start date may be eligible for a full or partial refund, while cancellations made closer to the course date may incur a fee. For exact terms, please consult your Enrollment Manager or refer to the course confirmation email.
Can I register multiple employees from my company?
Yes. We support group registrations and offer corporate packages for organizations enrolling multiple participants. Our team can help coordinate the logistics for group bookings.
Who should attend these courses?
LEORON caters to a variety of professionals: from those seeking leadership development to project managers, HR specialists, finance professionals, cybersecurity, procurement, Ai enthusiasts and many others.
Do I need prior experience or academic qualifications?
Not always. Many specialized paths, like cybersecurity, accept learners without prior experience. However, some courses (e.g., PMI PDU-based ones) may have recommended prerequisites. Its always better to chat with one of our Enrollment Managers to discuss more. Simply to go your preferred course and click on “Let’s chat on WhatsApp” to do so.
Will I receive a certificate after completing the course?
Yes. Upon full attendance and successful completion, you will receive a certificate of participation or accreditation, depending on the course.
Are meals and refreshments included in face-to-face courses?
Yes. For in-person courses, lunch and coffee breaks are provided daily at the venue.
Can LEORON deliver a course in-house at our organization?
Absolutely. All programs can be delivered privately at your company or virtually for your team, customized to match your internal goals and structure.
Reviews
- Review:IAMM Internal Audit Maturity ModelIn recognition of their dedication and contribution supporting IKEA Saudi Arabia in arranging training programs during 2017 & 2018, looking forward for more development and exciting effort this year. On behalf of IKEA Saudi Arabia, THANK YOU!Dalal KutbiCountry Learning & Development Manager at IKEA Saudi Arabia
- Review:Certified Professional in Quality and Patient SafetyDating back to 2014, Mobily’s “LEORON” experience has grown from a single collaboration to a long-term partnership. We consider ‘’LEORON” Institute as a strategic partner, whose contribution has been nothing but premium in equipping our staff with field-based knowledge and information. Past three years have resulted with an expanded collaboration with superior customer service and support. Best Regards,Turki S. AlsahaanDir L&D, Talent Management at Mobily, Etihad Etisalat Company
- Review:Certified Professional in Quality and Patient SafetySince the partnership was signed between BAE Systems Saudi Development & Training and LEORON in 2017, we have been working together to offer the Saudi market a complete portfolio of training solutions benefiting from the wide and extensive experience of both parties. Recognizing the great success of this partnership, we are looking for further collaborations in the future that will position both companies as one of the leading training providers in Saudi Arabia. We thank the LEORON team for their full cooperation and continuing support, and look forward to further success together in the years to come.Emad AlrajihVP, Business Winning at BAE Systems Saudi Development & Training
- Review:Certified Professional in Quality and Patient SafetyWe have been working with LEORON for the past two years and will be working with them again this upcoming year. The programs they delivered were fruitful and exciting and our organization has received positive feedback from the participants. What our organization aims to do is to provide at no cost training for all the private sector employees so that they may benefit from our offered programs in Innovation and Professional development. LEORON has helped us achieve this goal. We look forward to continuing this service and wish them the best of luck. Regards,Nasser M. Al-SubaieSr. Program Officer, Enterprise Learning & Human Development at Kuwait Foundation for the Advancemen
