CIM Brand Marketing Program

The course involves a combination of case studies, practical exercises, and group discussions to develop the strategic thinking and skills required to build and manage effective brand strategies. Breakout sessions and structured feedback activities encourage active participation and the practical application of key frameworks to real-world brand challenges.

By the end of the course, participants will be able to:

• Develop brand propositions that differentiate the organization and deliver clear market positioning
• Align brand strategy with organizational purpose, values and customer expectations
• Apply strategic frameworks to analyse market dynamics and brand performance
• Create and manage brand strategies that support consistency, resilience and long-term value
• Identify and manage risks, barriers and opportunities to strengthen brand reputation and competitiveness

This course is designed for mid-level marketing professionals responsible for contributing to, developing, or managing brand strategy within their organization. It is particularly relevant for those seeking to deepen their strategic planning capabilities and strengthen their understanding of how to position, manage, and grow brands in competitive markets. The course is suitable for those with a good foundation in marketing who now want to focus on applying structured, insight-led approaches to brand planning, management, and resilience.

• Brand proposition development
• Strategic market analysis
• Brand strategy planning and alignment
• Cross-functional brand management
• Brand value creation and measurement
• Risk management and brand resilience