Brand Performance

The Chartered Institute of Marketing

The Chartered Institute of Marketing

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Read more about Business Analytics

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Who should attend

This workshop is designed for people who understand the critical importance of measuring the impact of their brand investments on brand performance, with a view to improving customer experience, engagement and willingness to recommend.

It will be particularly useful for people working in organisations where brand investment is in the spotlight, or under threat, as well as those wanting to create a new brand dashboard or scorecard and/or wanting to explore brand and market modelling.

About the course

For most marketers, brands represent the organisation’s most important assets, key value drivers and determinants of success. It’s surprising, therefore, how few organisations have a formal and systematic programme of metrics and analytics, allowing them to assess brand performance and establish the link between brand, marketing and organisational performance. This workshop is designed to help achieve just that.

Learning outcomes

  • Create metrics-oriented brand/marketing plans.
  • Undertake market research to establish brand positioning and track performance.
  • Conduct a comprehensive ‘brand audit’.
  • Design appropriate brand and related marketing metrics (using take-away template).
  • Avoid common metric design, implementation and management pitfalls.
  • Create and integrate new digital and/or social media brand metrics, eg. omni-channel ‘engagement’, social media ‘sentiment’…
  • Create a ‘Brand Dashboard/Scorecard’.
  • Establish links between brand, marketing activities, organisational performance and results, using both traditional and ‘state-of-the-art’ brand metrics and analytics.
  • Determine brand value (including ISO10668 standard).
  • Justify (attract additional/defend existing) brand investment and budget.

Experts

Tony Rowe

A marketing and information technology consultant, Tony Rowe explores many avenues including educating and training. He started his marketing career within B2B (mechanical, electrical and electronic engineering) and services marketing (especially professional services) environments. Tony has h...

Brand Performance at The Chartered Institute of Marketing

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.