WSQ Brand Portfolio Management | CRS-Q-0042078-RET

Technical Skills and Competencies (TSC) Code: RET-BRM-4002-1.1

Abilities

AB1. Develop brand portfolio implementation plan

AB2. Communicate differentiation of brands to key stakeholders

AB3. Coordinate portfolio monthly business status reports for the management

AB4. Develop research construct based on selected target markets

AB5. Create logos, taglines that resonate with the organisation’s brands  

AB6. Communicate to stakeholders on brand guidelines

AB7. Obtain data on performance metrics to measure effectiveness of brand equity

Knowledge

KN1. Brand portfolio strategy

KN2. Brand culture and ethos

KN3. Brand differentiation implementation

KN4. Process of identifying and managing risks associated with implementation of brand portfolio strategy

KN5. Risks associated with implementation of brand portfolio strategy

KN6. Factors to be considered when developing a brand portfolio strategy

Training Hours

14.0

Assessment Hours

2.0

Total Hours

16.0

·         Version: 1.0

·         Effective Date: 01 Sep 2020

·         Author: Wang Xinbin

Learning Unit / LU

Contents

Course Overview

LU1

Review the Current Brand Portfolio

1.1

Develop Research Construct Based on Selected Target Markets  

1.1.1

Brand Culture

1.1.2

Brand Ethos

1.1.3

Brand Differentiation

1.1.4

Concept and Research Construct

1.1.5

Brand Equity

Learning Activity 1: Market Segmentation and Research Constructs

1.2

Obtain Data on Performance Metrics to Measure Effectiveness of Brand Equity

1.2.1

Brand Portfolio Definition

1.2.2

Brand Portfolio Objectives

1.2.3

Different Brand Roles in Brand Portfolio

1.2.4

Brand Portfolio Strategies

1.2.5

Metrics to Measure Brand Equity

1.2.6

BCG Matrix

Learning Activity 2: Brand Portfolios and BCG Matrix

LU2

Develop New Brand Portfolio Implementation Plan

2.1

Create Logos, Key Brand Messages or Taglines that Resonate with the Organisation’s Brands

2.1.1

Brand Identity

2.1.2

Logo vs Branding

2.1.3

Principles in Developing the Logo

2.1.4

Tagline and Its Designing Principles

2.1.5

Funding for Rebranding

Learning Activity 3: Designing Logo and Tagline

2.2

Develop Brand Portfolio Implementation Plan

2.2.1

Key Inputs to Brand Portfolio Strategies

2.2.2

Risk & Barriers to Management of Implementation of Brand Portfolio Strategy

2.2.3

Criteria for Brand Assessment

2.2.4  

Prioritising Brands

2.2.5

Line Extension Strategy

2.2.6

Criteria to Decide Brand Portfolio Structure

2.2.7  

Develop Brand Portfolio Implementation Plan

Learning Activity 4: Brand Portfolio Structure, Strategy, and Implementation

LU3

Evaluation of the Effectiveness of The New Brand Portfolio Strategy and Its Implementation Plan

3.1

Communicate Effectively to Stakeholders on Brand Differentiation and Guidelines

3.1.1

Identifying Stakeholders

3.1.2

Communication with Stakeholders

Learning Activity 5: Communication with Key Stakeholders

3.2

Coordinate Portfolio Monthly Business Status Reports for the Management

3.2.1

Metrics to Measure the Effectiveness of Brand Equity

3.2.2

Metrics to Measure Brand Performance

3.2.3

Planning Effective Management Meeting

Learning Activity 6: Measure and Present Brand Performance

Instructions to Candidate