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

Course Overview

Brand Portfolio Management is a 16-hour SkillsFuture-approved course delivered within a span of 2 days with 14 hours of training and 2 hours of assessment. 

WSQ Brand Portfolio Management SOA

Course Objectives

On completion of this course, participants are expected to have the abilities and knowledge in Brand Portfolio Management at the workplace. These include:

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

 

Course Learning Outcomes

Learners will be able to review the current brand portfolio, develop new brand portfolio strategy and evaluate the effectiveness of the implementation plan of the new brand portfolio strategy.

 

Instructional Methodology

  • Lecture
  • Discussion
  • Group Activities
  • Presentation
  • Games
  • Case Study

 

Course Duration

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

 

Candidates will be assessed for knowledge and skills acquired in this module. As part of the assessment, each candidate is required to complete a Case Study Assessment and a Written Assessment. He / She will be considered competent when all learning outcomes / evidence are fulfilled as per assessment checklist.

Written Assessment

  • Continual open-book assessment
  • Duration is 60 minutes
  • Must answer all questions based on KN1, KN2, KN3, KN4, KN5, KN6
  • Oral inquiry will be used should there be insufficient evidence of competency for this assessment

Case Study Assessment

  • Continual open-book assessment
  • Duration is 60 minutes
  • Must answer all questions based on KN1, KN2, KN3, KN4, KN5, KN6, AB1, AB2, AB3, AB4, AB5, AB6, AB7
  • Oral inquiry will be used should there be insufficient evidence of competency for this assessment

 

This physical Classroom-Based Learning module is part of the WSQ Diploma in Retail E-Commerce (Omni-Channel).

 

This material and associated resources are designed and developed by The Singapore Chinese Chamber Institute of Business (SCCIOB). Permission should be obtained from SCCIOB prior to any prohibited reproduction, storage in a retrieval system or transmission in any form or any means such as photocopying, recording, electronic, mechanical, or likewise.