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HomePublic RelationsCertified Brand Manager (CBM)

Seminar content

What you will learn

Why Attend

Without a positive brand reputation, consumers, buyers, prospects, and even employees may be skeptical or unsure of what your company does and represents.

A Brand Manager is responsible for adapting a brand strategy for a company's target market. As the 'brand guardian', brand managers maintain brand integrity across all company marketing initiatives and communications and may manage a portfolio of products.

The Certified Brand Manager Training course is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands.

The course provides tools and knowledge for developing, strengthening, and maintaining a brand or portfolio of brands.

This course is a preparation course, and designed to equip you with the necessary skills and knowledge to prepare for the certification, should you choose to pursue it in the future


Course Objectives

By the end of The Certified Brand Manager Training course, participants will be able to:

  • Define brands and understand the opportunities and challenges facing them in highly competitive business landscapes
  • Plan and craft a powerful brand positioning statement that reflects the brand's promise and the expectations of their most valued customers
  • Build a strategic brand and track its growth and sustainability using researched processes
  • Explore the elements of brand equity and the constituents of brand identity to build consistent and sustainable brands
  • Identify various brand strategies to come up with sound actions aligned with the status of existing and new markets and products
  • Master the process for conducting a full brand audit to evaluate brand performance and take remedial actions


Target Competencies

The Certified Brand Manager Training course, is ideal for :

  • Brand managers and those responsible for managing the function
  • Marketing managers
  • Product managers, product marketing managers and others leveraging their brand when marketing products
  • Business managers and others wanting to become more knowledgeable about the role of their brand



Benefits

Why attend this seminar

  • Build current, practical knowledge in public relations.
  • Translate the course ideas into actions you can use immediately at work.
  • Review real schedule options across 10 venues and live dates.
  • Connect course detail, venue, and category routes in one workflow.

Methodology

How the course is delivered

  • Structured seminar input and guided discussion.
  • Applied examples using current business situations.
  • Focused explanations based on the stored overview and outline.
  • Clear next steps for implementation after the course.

Target audience

Who this is for

  • Professionals responsible for public relations.
  • Managers, specialists, and team leads who need applied skills.
  • Participants looking for a focused route into Certified Brand Manager (CBM) .

Seminar details

Detailed outline

Day 1 : Introduction to brand management

  • The definition of a brand
  • Reasons why brands matter
  • A brief history of brands
  • Difference between branding and marketing
  • The challenges and opportunities of branding today
  • Understanding branding

Brand planning models

  • The concept of customer-based brand equity
  • Building customer-based brand equity
  • Benefits of customer-based brand equity
  • Three tools to facilitate brand planning
  • Brand positioning model
  • Brand resonance model
  • Brand value chain model


Day 2:The strategic brand management process

The brand management process: a useful model Developing brand vision


  1. Establishing brand position
  2. Fulfilling brand contract
  3. Brand communication
  4. Brand metrics: measuring RoBI (Return on Brand Investment)


The elements of the strategic brand management process


  1. Identifying and establishing brand positioning and values
  2. Planning and implementing brand marketing programs
  3. Measuring and interpreting brand performance
  4. Growing and sustaining brand equity


Day 3: Brand equity and identity

Brand equity defined

Elements of brand equity


  1. Brand loyalty
  2. Brand awareness
  3. Perceived quality
  4. Brand associations


Designing brand identity

Elements of brand identity

Brand essence


Day 4: Building brand portfolios

Branding philosophies

Brand growth strategies


  1. New brand
  2. Flanker/fighting brands
  3. Line extensions
  4. Brand extensions


Day 5: Brand evaluation

  • Brand audit defined
  • Brand audit techniques
  • The brand audit questionnaire
  • Reviewing the 'big idea'
  • Evaluating advertising


Dates and locations

Available seminar dates

8 dates
Date City Duration Price
11 - 15 May 2026 London - U.K 5 Days €4,200.- Book now
8 - 12 June 2026 Istanbul - Turkey 5 Days €2,850.- Book now
6 - 10 July 2026 Vienna - Austria 5 Days €4,250.- Book now
10 - 14 August 2026 Barcelona - Spain 5 Days €3,850.- Book now
14 - 18 September 2026 Paris - France 5 Days €4,500.- Book now
5 - 9 October 2026 Frankfurt - Germany 5 Days €3,250.- Book now
16 - 20 November 2026 Barcelona - Spain 5 Days €3,850.- Book now
7 - 11 December 2026 Paris - France 5 Days €4,400.- Book now

Course certificate

Certificate awarded on completion

Every participant who completes this seminar receives a professional course certificate from INFORAMTECH.

  • Participants receive an INFORAMTECH certificate for completing Certified Brand Manager (CBM) .
  • The certificate recognises attendance and successful participation in the seminar.
  • It can support professional development records within public relations and related functions.
Verify a certificate

Information about

Frequently asked questions

When is my seat confirmed?

Your seat is confirmed once full payment has been received.

Do you offer group discounts?

Yes, we offer the following discounts for group bookings:

  • 2 participants: 20% discount
  • 3 participants: 35% discount
  • 5 or more participants: 50% discount
Can discounts be combined with other offers?

No, discounts cannot be combined unless explicitly stated.

What payment methods do you accept?

We accept bank transfers, credit/debit cards, and selected online payment methods.

When do I need to pay?

Full payment must be completed before the course start date to secure your participation.

Is VAT included in the course fee?

VAT treatment depends on your location and status:

  • EU Companies (with valid VAT number): VAT may be reverse charged (0%)
  • EU Individuals (without VAT number): VAT is applicable based on local regulations
  • Non-EU Participants: VAT is generally not applicable (0%)
Can I get a VAT invoice?

Yes, all participants receive an official invoice. EU companies must provide a valid VAT number.

Can I cancel my registration?

Yes, cancellations must be submitted in writing.

What is your refund policy?
  • More than 14 days before the course: Full refund
  • 7-14 days before the course: 50% refund
  • Less than 7 days before the course: No refund
Can I transfer my seat to another person?

Yes, substitutions are allowed at no extra cost if requested before the course start date.

What happens if the course is postponed or canceled?

We reserve the right to reschedule or cancel a course due to unforeseen circumstances. In such cases, you may:

  • Transfer to another date
  • Receive full refund
Will I receive a certificate?

Yes, all participants will receive a certificate of completion after attending the course.

Is attendance mandatory?

Yes, full attendance is required to receive certification.

Are your courses online or in-person?

We offer both in-person and virtual (live online) training options.

Will course materials be provided?

Yes, all participants receive training materials in digital format.

Are travel and accommodation included?

No, participants are responsible for their own travel and accommodation unless otherwise stated.

Can you deliver customized or in-house training?

Yes, we offer tailored training programs based on your organization's needs.

How can I contact you for support?

You can reach us via email info@inforamtech.uk or through our contact form. Our team will respond promptly.

Testimonials

“

The structure of Certified Brand Manager (CBM) made the topic practical and easy to apply immediately.

Course participant
Public Relations
“

The venue and date options made planning the right session straightforward.

Seminar attendee
London - U.K
“

Clear content, relevant examples, and useful follow-up topics for the next training step.

Learning manager
Professional development

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