How to Become a Certified Brand Manager in Greece

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Information about How to Become a Certified Brand Manager in Greece
Business & Mgmt

Published on October 30, 2013

Author: aipmm



If your goal is to transform your career to lead product teams within your organization, or obtain a promotion, adding a Certified Brand Manager credential to your list of accomplishments may be just the proof you need to prove your knowledge and expertise to hiring managers or superiors.

A professional certification validates your expertise and demonstrates to your peers, your superiors and hiring managers that you have the knowledge and experience to take on bigger challenges. It enables you to differentiate yourself by listing your credential on your business card and resume. In short, it helps you stand out from the crowd.

As a brand manager or marketing manager working directly with brands, the AIPMM's Certified Brand Manager credential represents a clear path forward. However, given the increasing importance of strong brands in today's highly competitive marketplace, an understanding of branding becomes essential for those designing and marketing products - product managers, product marketing managers and marketing managers assigned to products. The brand is often a more important source of competitive differentiation than the product features, so integrating the brand identity into the design and marketing of products becomes essential to driving sales revenue.

Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, visit:

The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.


Upcoming Webinars:

AIPMM Webinar Series © AIPMM 2013

© AIPMM 2013

The Hub Of All Things Product Management Association of International Product Marketing and Management • With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals • The only organization that addresses the entire product life cycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia • Membership benefits include eligibility for the certification programs, discounts to AIPMM events, and access to the career center, peer forums, tools, templates and publications © AIPMM 2013

AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Brand Manager (CBM®) • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) © AIPMM 2013

Tweet! Follow Hector Del Castillo: AIPMM: @hmdelcastillo @AIPMM Use AIPMM: Brand Management: #AIPMM #brandmgmt © AIPMM 2013

Participate and Win! • One lucky winner will win one Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) © AIPMM 2013

Today’s Speaker Moderator: Hector Del Castillo, PMP, CPM, CPMM Presenter: Lee Shaeffer, CPM, CPMM Managing Director PLM Associates © AIPMM 2013

Leland D. (“Lee”) Shaeffer, MBA, CPM, CPMM © AIPMM 2013

• Hosted by AIT, an internationally-renowned nonprofit education and research center located in the suburb of Peania. © AIPMM 2013

What We Will Discuss • Why Get Certified • What Is The Certification Process • What Others Are Saying • CBM® Certification Training Preview • Q&A © AIPMM 2013

Why Get Certified • Bestows internationally recognized credential • Enhances opportunities for career advancement • Improves earning potential • Validates expertise regarding best practices • Grants mark of distinction that sets you apart • Connects you with experts and thought leaders • Demonstrates commitment to your profession © AIPMM 2013

Why Certify Your Company’s Staff • Increases your company’s value by enhancing your value proposition • Enhances your staff’s effectiveness to align work within your company • Validates your staff’s competence regarding best practices and methodologies • Connects your staff with experts and thought leaders across industries • Grants a mark of distinction that sets your staff apart © AIPMM 2013

The Certification Process © AIPMM 2013

Eligibility Criteria In order to apply for an AIPMM Certification Examination, candidates must have: • At least one year of experience in a relevant field. • Completed an acceptable course of study • Must be an AIPMM member © AIPMM 2013

Certification Exam Guidelines Certification exam consists of: – Closed book exam – Four (4) modules – Thirty (30) questions per module – Thirty (30) minutes per module time limit – Mixture of multiple choice, true/false and essay questions – Passing score is 74% – Total time for the exam: 2 hours © AIPMM 2013

What Others Are Saying © AIPMM 2013

Testimonials “The course was a great learning experience, and it brought me a clearer picture of branding concepts. It will definitely help me gear up my professional career.” - Marketing Manager, Archival Products Company “One of the best instructors I met. Open to discuss all possible scenarios regarding training. Awesome!” - Product Manager, ICT Vendor © AIPMM 2013

Testimonials “Lee has a deep knowledge and understanding of Brand Management and the different parts of Brand elements" - Marketing Manager, International Bank "Lee kept the interest going with a variety of examples across industries, and videos" - Marketing Manager, Property Development and Management Company © AIPMM 2013


Certification Training Objectives • Prepare you for the Certified Brand Manager exam • Increase your knowledge and expertise © AIPMM 2013

Key Topics Covered • • • • • • • • Overview The Various Roles of Brand Management Brand Architecture and the Brand Portfolio The Four Components of Brand Identity Brand Positioning and Brand Promise Leveraging the Marketing Mix (the 7 “P’s”) Measuring Brand Equity Developing and Maintaining the Brand © AIPMM 2013

CBM® Certification Training Description Covers advanced strategies and methodologies to create, plan and manage any brand. This includes a review to fully prepare participants to take the CBM® certification exam. Course includes: • 24 hours of instructor-led training and review • Course handbook • 12-month AIPMM membership ($125 USD value per person) • CBM® certification exam fee extra ($395 USD per person) © AIPMM 2013

CBM® Certification Training Outline Day One Day Two Day Three • Introduction • The Increasing Importance of the Brand • The Role of Brand Management • Brand Architecture and Portfolio • Introduction To Brand Identity • The components of Brand Identity – Values – Personality – Attributes – Elements • Positioning the Brand • The Brand Promise • Developing and Managing the Brand • Measuring Brand Equity • Leveraging the Marketing Mix • Additional Discussion and Review (as time allows) • The CBM® Certification Exam © AIPMM 2013

Mutual Reinforcement Brand Products © AIPMM 2013

The Importance of the Brand Is Increasing • Globalization • Variety of products • Product lifecycles • Intensity of competition • Choices for the customer Importance of the Brand © AIPMM 2013

Brand vs. Product Management • Brand Management positions are becoming more common within all industries, not just the traditional consumer goods • Product Managers, who traditionally manage within a product category, are increasingly called upon to manage brand issues that span product categories Product Management Brand Management Brand Product Lines Individual Products © AIPMM 2013 Product Category Product lines in different categories

CBM Certification Training: Sampler © AIPMM 2013

The Role of a Brand Manager Varies General Manager for the Brand Brand Strategist Marketing Manager for the Brand Marcom Manager for the Brand © AIPMM 2013

Brand Architecture: Tradeoffs Branded House House of Brands + Less expensive to maintain - More expensive + New product categories leverage strength of existing brand - Each new category requires establishing new brand + More flexibility in positioning each brand + (etc.) © AIPMM 2013

Brand Identity “The unique set of brand associations that the brand strategist aspires to create or maintain.” – Brand Image: how the brand is actually perceived Brand Identity Brand Image Core Values Core Values Personality Attributes Personality Attributes Elements Elements © AIPMM 2013

An Analogy Elements Attributes Personality Core Values Identity Name, appearance Profession, interests Actions + Behaviors Joyce Chen Deeply held beliefs that guide actions and behaviors © AIPMM 2013

Brand Positioning: Key Elements • Who is the target customer? • What is the frame of reference? • Where are the key points of difference? • Why should the prospect believe you? (“Reasons to Believe”) Source: Tybout and Calkins, “Kellogg on Branding”; Keller et al, “Strategic Brand Management” © AIPMM 2013

Customer Touchpoints, Customer Journey and the Marketing Mix ... The “Customer Journey” (Overall Customer Experience) ... (Customer Touchpoints) Organization/Product/Brand (The Marketing P’s) © AIPMM 2013 Other (Environment) (Word-of- Mouth/Customer Reviews; News Stories, …)

Brand Equity and Brand Value Brand Elements Identity Brand Image External Factors (e.g., “PEST”, competition, economic conditions and outlook) Brand Equity © AIPMM 2013 Brand Value

Developing and Maintaining the Brand Maintain (+ Other Scenarios) © AIPMM 2013

CBM Training: Additional Features • An opportunity at the beginning to express your specific issue/desired takeaways • Action Learning Exercises to reinforce key learning points • Certification Exam is included at the end of the training © AIPMM 2013

Upcoming Course November 26-28, 2013 Follow the link above for more information, or contact Katerina Protonatoriou, kpro [at] Athens Information Technology (AIT) 19 km, Markopoulo Ave. GR - 19002 Peania, Athens, Greece © AIPMM 2013

Who Should Attend • Brand managers seeking to validate their expertise and expand skills • Product Managers and Marketing Managers who are increasingly responsible for brandrelated issues • Senior managers having trouble getting the results they want from their brand management teams • Anyone seeking formal brand management training, skills and professional certification © AIPMM 2013

The Instructor Leland D. (“Lee”) Shaeffer • 20+ years in Marketing, Product Management and Development (at Apple, Unisys, Imagery/Kodak…) • Advisory Board, AIPMM • Recipient of AIPMM’s “Trainer of the Year” 2009 • Former Vice Chairman, Product Development and Management Association (PDMA) • Instructor of numerous workshops, including: – “Certified Product Manager®/Certified Product Marketing Manager®” – “Optimizing the Customer Experience” – “Successful Design and Marketing of Products” • McKinsey & Company • B.S.E.E. Massachusetts Institute of Technology; MBA, Stanford University © AIPMM 2013

Q&A Moderator: Hector Del Castillo, PMP, CPM, CPMM Presenter: Lee Shaeffer, CPM, CPMM Managing Director PLM Associates © AIPMM 2013

Upcoming Courses November 26-28, 2013 December 2-3, 2013 Follow the links above for more information, or contact Katerina Protonatoriou, kpro [at] Athens Information Technology (AIT) 19 km, Markopoulo Ave. GR - 19002 Peania, Athens, Greece © AIPMM 2013

Upcoming Webcast Why Leading Your Company’s Innovation Strategy Matters Wednesday, Nov 13th, 3 pm EET © AIPMM 2013

Please Join Us Again! AIPMM Webinar Series: Nothing Happens Until Someone Sells Something: Best Practices to Enabling Your Sales Channel to Effectively Sell Your Products Friday, Nov 1st, 12 pm ET Global Product Management Talk: Stay Informed! Newsletter: LinkedIn: Membership: Certification: © AIPMM 2013

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