Published on October 30, 2013
AIPMM Webinar Series www.aipmm.com © AIPMM 2013 www.aipmm.com
© AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
Tweet! Follow Hector Del Castillo: AIPMM: @hmdelcastillo @AIPMM Use AIPMM: Brand Management: #AIPMM #brandmgmt © AIPMM 2013 www.aipmm.com
Participate and Win! • One lucky winner will win one Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) © AIPMM 2013 www.aipmm.com
Today’s Speaker Moderator: Hector Del Castillo, PMP, CPM, CPMM Presenter: Lee Shaeffer, CPM, CPMM Managing Director PLM Associates email@example.com © AIPMM 2013 www.aipmm.com
Leland D. (“Lee”) Shaeffer, MBA, CPM, CPMM © AIPMM 2013 www.aipmm.com
• Hosted by AIT, an internationally-renowned nonprofit education and research center located in the suburb of Peania. © AIPMM 2013 www.aipmm.com
What We Will Discuss • Why Get Certified • What Is The Certification Process • What Others Are Saying • CBM® Certification Training Preview • Q&A © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
The Certification Process © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
What Others Are Saying © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
CBM® CERTIFICATION TRAINING PREVIEW © AIPMM 2013 www.aipmm.com
Certification Training Objectives • Prepare you for the Certified Brand Manager exam • Increase your knowledge and expertise © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
Mutual Reinforcement Brand Products © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
CBM Certification Training: Sampler © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
An Analogy Elements Attributes Personality Core Values Identity Name, appearance Profession, interests Actions + Behaviors Joyce Chen Deeply held beliefs that guide actions and behaviors thomasinternational.net © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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, …) www.aipmm.com
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 www.aipmm.com
Developing and Maintaining the Brand Maintain (+ Other Scenarios) © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
Upcoming Course November 26-28, 2013 Follow the link above for more information, or contact Katerina Protonatoriou, kpro [at] ait.gr Athens Information Technology (AIT) 19 km, Markopoulo Ave. GR - 19002 Peania, Athens, Greece http://www.productmanagement.gr/ © AIPMM 2013 www.aipmm.com
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 www.aipmm.com
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 www.aipmm.com
Q&A Moderator: Hector Del Castillo, PMP, CPM, CPMM Presenter: Lee Shaeffer, CPM, CPMM Managing Director PLM Associates firstname.lastname@example.org © AIPMM 2013 www.aipmm.com
Upcoming Courses November 26-28, 2013 December 2-3, 2013 Follow the links above for more information, or contact Katerina Protonatoriou, kpro [at] ait.gr Athens Information Technology (AIT) 19 km, Markopoulo Ave. GR - 19002 Peania, Athens, Greece http://www.productmanagement.gr/ © AIPMM 2013 www.aipmm.com
Upcoming Webcast Why Leading Your Company’s Innovation Strategy Matters Wednesday, Nov 13th, 3 pm EET © AIPMM 2013 www.aipmm.com
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 http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: LinkedIn: Membership: Certification: © AIPMM 2013 http://www.aipmm.com/subscribe http://www.linkedin.com/company/aipmm http://www.aipmm.com/join.php http://aipmm.com/html/certification/ www.aipmm.com
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