The Key to Brand Management

A strong foundation in brand management skills, suitable for all levels up to Marketing Manager.

Equip your team with a strong foundation in Brand Management across the full annual cycle, from strategy, activity planning and execution to measurement and evaluation.

Who’s this course for?

Marketers of all levels up to Manager

Business leaders looking to enhance their brand management skills

People wanting to move into, or progress within, brand management

Agency account managers, strategists and creatives who want to gain a deeper understanding of client-side brand management

What you’ll learn on this course

  • The concept of brand-centricity

  • The role of marketing

  • What makes a great brand?

  • The importance of evidence-based growth strategies
  • Introducing key marketing thinkers, including Byron Sharp, Binet & Field

  • 4 proven approaches to understand the consumer context
  • How to gather data & what to do with it
  • Identifying barriers & triggers
  • What is an insight?

  • How to develop insights

  • How to use insights to drive growth

  • How to identify & profile target consumer groups
  • A guide to the buyer’s journey
  • The importance of consumer closeness
  • How to approach segmentation
  • A framework for defining business objectives
  • Growth strategies and consumer goals
  • The importance of prioritisation
  • A template for strategy writing



  • How to integrate Business Plans and Marketing Plans

  • A template for an annual marketing plan

  • The importance of the consumer challenge

  • How to prioritise marketing activities

  • A framework for KPI setting

  • How to write best-in-class briefs

  • Best practice for delivering creative feedback

  • Tips for agency management

  • What is media planning vs comms?

  • Best practice Media Planning process

  • How to measure Media Planning effectiveness

  • The role of data

  • How to measure and communicate marketing effectiveness

  • Writing a high impact evaluation

What’s included 

  • Two experienced facilitators teaching you the latest theory and best practice 

  • Taught live with flexible classroom hours – this course can be delivered as a training course or an interactive workshop depending on your needs 

  • Course workbook containing tools and templatesopportunity to bespoke with your own tools & processes if you have them 

  • Interactive sessions with group breakouts 

  • Q&A opportunities  

  • A host of exciting guest speakers delivered via voxpops 

  • Support and troubleshooting  

All the details you need


Contact us for availability.


Either in your offices, an off-site location or taught live over Zoom, so you can join from anywhere.


We tailor our courses with your language, processes, templates & practical examples. Get in touch today to discuss your needs.

Here’s what people have to say about us 

4.7 out of 5

Overall score for the course

5 out of 5

The trainers

4.8 out of 5

Likelihood to recommend 

A few of the companies our delegates have come from

Get in touch about the course

We’re here to answer your questions about the course:

The Key to Brand Management

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