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Sales and Marketing

Brand Management and Positioning

A brand is what customers say about you when you are not present, and organisations spend on logos and colours while the actual experience contradicts everything the material claims. This course covers closing that gap. Delegates work through brand strategy including the promise being made and whether the organisation can keep it, positioning and differentiation in categories where products are broadly similar, and brand architecture across products, services and sub brands. Identity, guidelines and consistent application are covered, along with the discipline that keeps a brand recognisable. Brand equity measurement follows. Rebranding is addressed honestly, including when it solves nothing. The course closes on protecting a brand, on trade mark basics and on brand behaviour during a failure.

3 day courseRegister NowRequest Proposal

Course objectives

  • Define a brand promise the organisation can actually keep
  • Position and differentiate in a category of similar offerings
  • Structure brand architecture across products and sub brands
  • Apply identity and guidelines consistently
  • Measure brand equity and track it over time
  • Judge whether a rebrand will solve the actual problem
  • Protect the brand and manage it through a failure

Who should attend

  • Brand and marketing managers
  • Communications and design staff
  • Business owners building a brand
  • Product managers and commercial leads
  • Executives sponsoring brand investment

Course outline

  1. 01What customers say when you are absent
  2. 02Brand strategy and the promise
  3. 03Positioning and differentiation
  4. 04Brand architecture
  5. 05Identity, guidelines and consistency
  6. 06Brand equity measurement
  7. 07Rebranding and when it solves nothing
  8. 08Protection, trade marks and behaviour in a failure

Scheduled sessions

Scheduled sessions for Brand Management and Positioning
DatesVenueFormatPriceRegister
21 to 23 September 2026OnlineOnlineR6,500 per delegateRegister Now
5 to 7 October 2026Kigali, RwandaClassroomUSD 995 per delegateRegister Now
14 to 16 October 2026Nairobi, KenyaClassroomUSD 995 per delegateRegister Now

Brand Management and Positioning

From R6,500

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