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Brand Performance

The Chartered Institute of Marketing

Summary

Price
£517.50 inc VAT
Finance options

Prices:

CIM Members

£517.50

Non-members

£575.00

Prices shown include tuition and course...

Study method
Onsite
Duration
1 day
Qualification
No formal qualification

Overview

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.

Description

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.

Course Director

Tony Rowe has spent the last 25 years at the leading edge of marketing, metrics and analytics, and has worked with some of the world’s best known and best performing brands. He has established a world leading portfolio of metrics and analytics related courses and was recently appointed lead Course Director on the new ‘Mastering Metrics’ course – a mandatory module on CIM’s new Diploma in Professional Marketing.

Who is this course for?

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.

Questions and answers

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Legal information

This course is advertised on reed.co.uk by the Course Provider, whose terms and conditions apply. Purchases are made directly from the Course Provider, and as such, content and materials are supplied by the Course Provider directly. Reed is acting as agent and not reseller in relation to this course. Reed's only responsibility is to facilitate your payment for the course. It is your responsibility to review and agree to the Course Provider's terms and conditions and satisfy yourself as to the suitability of the course you intend to purchase. Reed will not have any responsibility for the content of the course and/or associated materials.

FAQs

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body's logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.
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Similar subjects: Marketing, Branding