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Certified Brand Manager
المدير المعتمد للعلامة التجارية
Concentrated Training For Brand Managers And Others Involved With Marketing Brands And Products
25 – 28 February 2018
The Address Hotel, Dubai Marina, Dubai, UAE
6 – 9 May 2018
The Address Hotel, Dubai Marina, Dubai, UAE

"Lee is highly knowledgeable on local, regional and international brands. He used case studies, videos and real time examples to explain the subject practically and in detail. He focused on answering specific company questions where delegates found challenges in their workplace. This has been an amazing course. As the brand guardian for my company everything I learnt is directly related to my job."

Lamees Al Mirza
Zain, Bahrain

"Lee has vast experience on the subject matter. By incorporating real life examples as well as jokes he made the course very interesting and engaging."

Njideka Eneh-Gabadan
Properties Limited, Nigeria

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Listen to Leland Shaeffer on Positioning Your Product And Your Brand

Certified Brand Manager covers the roles and responsibilities of brand management, and how these are evolving over time, the key organisational interfaces, and the use of the classical marketing "Ps" to strengthen your brand. You will explore the different levels of your brand (e.g. elements, attributes, personality and core values), and how each plays an important role in developing and maintaining strong relationships with your customers. Overall, the course will provide insights into achieving the ultimate payoff by maximising brand equity and brand value. The exam at the end of the course will help you meet all the prerequisites to become a "Certified Brand Manager".

تتناول هذه الدورة أدوار ومسؤوليات إدارة العلامة التجارية والواجهات التنظيمية الرئيسية واستخدام التسويق الكلاسيكيPS  لتعزيز العلامة التجارية.

سوف يكتشف المشاركون في هذه الدورة المستويات المختلفة للعلامة التجارية (على سبيل المثال: العناصر والسمات والشخصية والقيم الأساسية) وأهمية دور كل فرد في تطوير علاقات متينة مع العملاء والحفاظ عليها.

سوف يزودكم هذا البرنامج بنظرة ثاقبة على تحقيق الأرباح النهائيّة من خلال تعزيز أسهم العلامة التجارية وقيمتها

  • Introduction And Course Objectives
  • Overview: The Brand As A Relationship
  • The Role Of Brand Management
  • Brand Architecture And The Brand Portfolio
  • Brand Identity
  • Brand Promise And Purpose
  • Positioning Your Brand
  • Digital And Social Media
  • Measuring Brand Equity
  • Developing And Maintaining The Brand
  • Managing A Damaged/Obsolete Brand
  • Deferred Discussion And Additional Topics
  • الفوائد التي تعود بها العلامة التجارية على صاحبها والعملاء
  • اتجاهات العلاقة بين العملاء والعلامات التجارية
  • كيفية ملاءمة العلامة التجارية للشركة
  • الواجهات التنظيمية الرئيسية
  • مكونات هوية العلامة التجارية
  • القيم الأساسية
  • شخصيّة العلامة التجارية، وسماتها وعناصرها
  • تحديد موقع العلامة التجارية
  • تسويق PS وتأثيره على العلاقة بين العميل/العلامة التجارية
  • نقاط الاتصال بالعملاء ورحلاتهم
  • الاتصالات التسويقية المتكاملة
  • قياس وتحسين أسهم العلامة التجارية
  • هيكلة ومحفظة العلامة التجارية 
  • تطوير العلامة التجارية والحفاظ عليها
hw brand aware are you
Who Should Attend

This exam preparation course is ideal for people who wish to refresh their memory on sound theory and prepare for the exam to gain the Certified Brand Manager credential.

This course is designed for brand managers and those responsible for creating and strengthening a company's brands. In addition, it is useful for people who interact with brand managers, and those who are responsible for marketing products and services.

  • Brand managers and those responsible for managing the function
  • Marketing managers
  • Product managers, product marketing managers and others leveraging their brand when marketing products
  • Business managers and others wanting to become more knowledgeable about the role of their brand
  • مدراء العلامات التجارية والمسؤولين عن إدارة هذه الوظيفة
  • مدراء التسويق
  • مدراء المنتجات، والمدراء والمسؤولين عن التسويق
  • مدراء الأعمال وغيرهم من الذين يريدون أن يتزودوا بالمعرفة الخاصة بدور العلامة التجارية الخاصة بكل
Benefits Of Attending
  • Increase your eff ectiveness as a brand manager and receive the industry certifi cation, "Certifi ed Brand Manager" from AIPMM
  • Strengthen your brand to develop and maintain deeper, longer lasting relationships with your customers
  • Position your brand to make it relevant, distinct and engaging for your target customers
  • فهم دور إدارة العلامة التجارية وعلاقتها بالتسويق وإدارة المنتجات والوظائف الرئيسية الأخرى
  • تعزيز العلامة التجارية لإنشاء وتطوير علاقات عميقة ودائمة مع العملاء
  • زيادة فعّالية مدير العلامة التجارية والحصول على شهادة "المدير المعتمد للعلامة التجارية" من AIPMM
In Association With

    The Association of International Product Marketing and Management (AIPMM)

    The Association of International Product Marketing and Management (AIPMM) is the world’s largest professional organisation of product managers, brand managers, product marketing managers and other individuals responsible for guiding their organisations and clients through a constantly changing business landscape. It is the only organisation that represents those who manage the entire product life-cycle throughout any industry. Currently over 8000 members strong, it has offerings in North America, Europe and the Middle East, and is expanding soon into Southeast Asia.

Course Director

    Leland (Lee) D. Shaeffer
    Managing Director
    PLM Associates, USA

    Leland (Lee) D. Shaeffer, Managing Director of PLM Associates, helps companies improve their marketing, product management and overall product lifecycle management practices. His expertise includes strategic business and product planning, product design, product management and marketing.

    As part of his practice, he has instructed numerous executive courses and workshops in the USA, Middle East, Europe and Asia, and he has often spoken at national and international conferences. In addition, Lee has published many articles on product development and marketing, and he was a contributing author for "The PDMA Toolbook for New Product Development 3".

    Lee has held senior positions in engineering and product management at companies including Apple Computer, Unisys and Imagery/Eastman Kodak. He was also a consultant at McKinsey & Company, where he specialised in product and market strategy.

    Lee is on the advisory board of the Association of International Product Marketing and Management (AIPMM) and is a Vice Chairman Emeritus of the Product Development and Management Association (PDMA). He received the AIPMM's "Trainer of the Year" award for 2009. He holds a BS in electrical engineering from the Massachusetts Institute of Technology and an MBA from Stanford University.

    "You are truly one of the rare trainers I have met who continuously interact
    after the sessions are over. It makes you stand apart.Thank you!

    George Philip
    Area Marketing Director
    MMA, DORMA Gulf Door Controls FZE, UAE

Venue and Accommodation

    The Address, Dubai Marina


    The Address Dubai Marina
    Dubai Marina
    P.O. Box 32923, Dubai, UAE
    T: +971 4 4367777
    F: +971 4 4367788
    W: http://www.theaddress.com/en/hotel/dubai-marina

    click here for directions

    Standing tall in the heart of one of Dubai's most vibrant neighbourhoods, where crystal waters shimmer against modern architecture and luxury yachts moor alongside trendsetting restaurants, The Address Dubai Marina is a haven for the discerning traveller.

    With 200 luxurious rooms, five superb restaurants and lounges, a relaxing spa, spectacular infinity pool and state of the art meeting and event facilities, The Address Dubai Marina will keep you refreshed and inspired.

    Perfectly situated for your business needs, The Address Dubai Marina is just a short ride away from Dubai Media and Internet Cities, Knowledge Village, Jebel Ali Free Zone, and within walking distance from the metro station.

    And what is business without a little fun? With the white sand beaches of the Arabian Gulf just a stroll away, and the hotel's direct link to the stylish Dubai Marina Mall, The Address Dubai Marina gives you every reason to extend your stay and unwind.


    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517
    E: hospitality@informa.com


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

Course Fees
Date Course Fee Before
17 December 2017
Course Fee Before
21 January 2018
Final Fee
25 – 28 Febraury 2018
US$ 3,995 US$ 4,495 US$ 4,995
Date Course Fee Before
25 February 2018
Course Fee Before
1 April 2018
Final Fee
6 – 9 May 2018
US$ 3,995 US$ 4,495 US$ 4,995

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

Pricing excludes 5% VAT, where applicable


Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on a.watts@informa.com

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