Branding, a pivotal pillar of business triumph, often shrouded in intangibility, is explored with finesse in the CM Brand course. While elusive, a brand's significance cannot be overstated. This course delves into the intricate art of crafting, nurturing, and preserving brands while dispelling myths about their vague nature.
The distinction between branding and marketing often blurs, triggering misconceptions. These are separate entities. Branding serves as a comprehensive strategy that directs all facets, spanning marketing, sales, and customer service. It not only defines the brand's core but also shapes interactions with customers, prospects, and stakeholders. This bedrock understanding underscores branding's pivotal role as the compass guiding businesses to their essence and enabling meaningful connections in a complex landscape. In a landscape of perpetual transformation, maintaining brand relevance is challenging. The rapid pace of consumer expectations, technological progress, and market dynamics accentuates this challenge.
Through illuminating case studies, this course equips you with strategies to navigate this fluid landscape, forging enduring brand equity with consumers and stakeholders. Uncover the process of developing robust brand strategies and unveiling them in a manner that's enduring and resonant, marking a path towards sustained success.
If you have already been approved into the CM program, you can proceed to register for this course found in your MyCMA dashboard under Program Status.
By the end of this course, you should be able to:
- Interpret how changing market and consumer conditions impact brands and identify strategies to adapt brands for success.
- Examine the strategy, process and methods of brand development that drives profitability and brand equity.
- Review best practice brand strategies and approaches for organizational structures, governance and brand value metrics.
- Assess and summarize the critical elements that impact brand equity, customer brand affinity and business profitability throughout a brand’s life stage.
- Changing Dynamics and Brand Trends
- Discuss emerging trends in consumer expectations, technology and market.
- Adapt brand strategies to align with changing trends.
- Business and Brand Strategy Alignment
- Describe the components and rationale for a well-defined business scope.
- Explain the key elements of business strategy.
- Establish a meaningful and compelling brand strategy.
- Creating a Brand Essence
- Define unique selling proposition and its importance to a brand.
- Establish the key elements of a strong customer-focused brand essence.
- Create a brand identity brief for the development of a brand relaunch or new brand name.
- Brand Identity Design
- Establish and apply decision-making criteria and process for brand name selection.
- Apply brainstorming and creation strategies to develop components of a brand identity.
- Develop key messages and benefits statements as part of the overall brandBrand Social Responsibility and Brand Crisis.
- Brand Governance
- Describe brand governance and its importance to the organization.
- Explain the concept and composition of a Brand Council.
- Identify best practices of a Brand Council.
- Brand Social Responsibility
- Explain brand social responsibility and its importance to brands and consumers.
- Explain brand crisis and the process to manage it.
- Brand Metrics and Measurement
- Explain key awareness, market position and customer brand metrics.
- Explain the importance of brand metrics.
- Explain the importance of timing in collecting brand metrics.
- Explain the roles and responsibilities involved in the brand measurement process.
- Brand Lifecycle
- Describe the brand lifecycle and the activities corresponding to each stage.
- Assess a brand’s life stage and predicted trajectory.
- Brand Authenticity
- Analyze contemporary issues impacting the strategies and initiatives developed to support brand relevance.
- Apply voice of the customer data across multiple channels to engage customers in authentic interactions.
- Future-Proofing Your Brand
- Explore the future of brand management in the context of trends in innovation, media, society, and consumer behaviour.
- Summative Quiz
Members Pricing | $1,395 |
Non-Members Pricing | $1,695 |
Payment plan available to help you get started. Contact charteredmarketer@thecma.ca for more details.
Course Format:
CMA’s Brand course consists of eleven modules, each followed by a quiz, with a final summative quiz at the end of the course. On average, this course will take 40 hours to complete, and learners
have six months from the date of enrollment to complete all course requirements. This on-demand course, available on our online learning platform, offers the flexibility to learn at your own pace.
Course Weighting:
- Module Quizzes –80%
- Summative Quiz – 20%
Pass Requirements:
Learners must receive an overall grade of 65% to pass the course.
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed
