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Understanding brand managers and brand economics

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Places available:
Points Awarded: 
Course Type: 
Classroom based

When we are working with marketing and brand managers it sometimes seems as if they are speaking a different language. They are – the language of brand management. They have been trained to think about their brands from an economic point of view and to talk about their goals and plans in brand management terminology. They may understand how PR contributes to a brand’s success, or they may not yet have had the opportunity to experience what PR can achieve.

Course Objectives: 

This workshop sets out to describe who brand managers are, how they are trained, how they are motivated and the systems they use to plan brand communications support. It gives a brief overview of the economics behind brand management and the various approaches to brand portfolio development. It covers the principal planning techniques used by brand managers including brand positioning and brand character analysis.

Learning Objectives: 

The workshop is illustrated with numerous examples and advice from the people behind some of the world’s most valuable brands, aiming to show how they think and how they arrive at their decisions. It talks about synergy between advertising and public relations and includes a section (and a hand-out) on brand management vocabulary. - See more at:


Full course notes will be provided. A notebook and pen will also be provided. If you prefer to work on a laptop, you are more than welcome to bring it along with you to use throughout the day.