Modern Strategic Brand Management
Modern Strategic Brand Management
Course overview

Course overview

Every business wants to be a customer’s first choice. Building and managing a brand plays a crucial part in making that happen. Your brand defines and maintains your business’s reputation and echoes your customers’ expectations and experience. Your brand is what you offer to your customers – not just a product or service, for which there may be a number of other providers. A strong brand makes a business stand out in the highly competitive markets and allows you to sell your products or services at a premium.

This training course is your guide to the world of strategic branding. Participants explore what branding is about and what makes certain brands different. We study the strategic branding process and how to identify a product’s main features, benefits, and values. You’ll learn what positioning is, and study how to transform your team into brand ambassadors, and how to create a unique experience at every touchpoint. The course provides insights on brand equity and brand value as well as a formula to build your brand name and value both locally and internationally.

In addition to the topics mentioned above, we will cover several crucial points in strategic branding, such as:

  • How to develop brand positioning for your competitive advantage
  • Creating a personal branding plan which lets you stand out
  • Understanding techniques and tactics for developing and maintaining the brand
  • Developing a unique brand that will be impossible for others to copy
  • Fundamental rules and strategies for creating an excellent Digital Branding Strategy
Course Content

Course content

DAY ONE 09 Dec 2018

  • The true meaning of a Brand & the difference between Branding and Marketing
  • The latest Challenges and Opportunities of Product Differentiation & Branding
  • Consumers’ Expectations for added Value and why Branding is a Risk Reducer
  • Developing the correct Brand Positioning, Segmentation and Targeting
  • Five Central Criteria in Modern Marketing for creating and managing Brand Equity
  • Winning and maintaining Customer Loyalty and Client Retention via Branding

DAY TWO 10 Dec 2018

  • Structuring your Branding Strategy & Planning for Brand Management
  • Profiling your Target Customers and exploring your Brand Context
  • Elements of the strategic Brand Management Process and how to execute them
  • Understanding essential Components for a Stronger Brand Equity
  • How to manage a Brand within the entire Product Life Cycle; Psychology of Branding
  • Identifying / defining Sources of Brand Value and exploring Available Techniques

DAY THREE 11 Dec 2018

  • Establishing Brand Positioning as a Foundation of Success for the Company
  • Advanced Modern Changes you should embed into your Branding Strategy
  • How Digital Media is changing the world of Branding –Old-School vs Digital
  • Harmonizing Modern and Traditional Branding Channels for present-day Success
  • Branding Reputation and Crisis Management – tools, steps and proven Methods
  • Brand Evaluation Audit Techniques – measuring Reputation and interpreting Results
What will you gain

What will you gain

  • Understand why branding matters so much and how brands create Value
  • Identify the best brand strategies in alignment with existing and new Market Trends
  • Explore the elements of Brand Equity and identify how to build sustainable brands
  • Study the process of conducting a full Brand Audit to evaluate brand performance
  • Create a compelling Brand via online channels and identify the digital consumer mindset
  • Learn how to craft Brand Positioning and Brand Experience by managing touchpoints
  • Monitor and Evaluate your Product Branding and understand how to respond to the results
  • Get the essential skills and know-how on how to improve your results as a Brand Manager
  • Know how to position a Brand as relevant, distinct and engaging for your Target Customers
  • Create the most efficient ways to manage your Reputation online and mitigate possible risks
  • Build a Strategic Brand and track its growth and sustainability using a qualified approach
FAQ for Internal Part of the Courses:


We use the best and latest educational praxis. All of our courses and trainings are designed using our unique Atton LPI Learning Methodology© which guarantees the delivery of extensive knowledge over a short time period with an easy-to-understand approach. All course materials are absolutely unique and are the combination of fundamental and systematic knowledge, practical studies and real-life implementation elements.

We deliver in our 2- and 3-day trainings knowledge and skills which are commonly delivered over a much longer period of time – thus truly saving our participants time and money.

Each course has a comprehensive description and content breakdown, which means you can easily check how a certain training may fit your expectations and requirements.

If your aim is to obtain the most wide-ranging overview in a certain area of expertise, we commonly suggest that you choose one of our popular trainings in the relevant category. The popular trainings cover the widest scope in each area and for this reason they are greatly valued by our participants.

If you need help in choosing the best course for you, please get in touch with our STUDENTS SUPPORT DEPARTMENT.

There are various payment options – cheque, cash, and bank transfer. It is essential to note that the earlier you register, the larger the applicable discount on your admission fee.

For details on the available discounts and special training admission fees, please see the section “Course fees and discounts” on the course page.

Each course participant obtains the Atton Institute Course Completion Certificate, which is protected by means of several authentication elements. Each Atton Course Certificate can be additionally verified by contacting our administrative office or via the special online authenticity check system on our website.

Professional, up-to-date expertise is one of the most powerful elements of success in the modern business and career environment.

Our Courses and Trainings are highly useful for business owners, management and employees at all levels and provide, in a highly effective way, current and solid professional development qualifications and skills combined with practical real-life essentials.

  • Choose your course (feel free to get in touch with us for support).
  • Select the desired date and location of the course.
  • Proceed with course registration (online or via e-mail or phone).
  • Upon registration, you will receive invoice to finalize the registration.
  • Upon payment of the Admission Fee, your course registration is completed.

Each training is repeated a certain number of times over the year, and thus you have the option to choose the most suitable date for you. If you wish to benefit from the option of a course fee discount, be sure to register in advance.

Course Content

Key facts


Course code:


3 days


Course category:


Admission requirements:




Certificate upon successful completion

Course schedule sample one day

09:00 AM  -  10:30 AM  -  First Training Session
10:30 AM  -  10:45 AM  -  Coffee Break
10:45 AM  -  12:15 PM  -  Second Training Session
12:15 PM  -  1:15 PM  -  Networking Lunch
1:15 PM  -  2:45 PM  -  Third Training Session
2:45 PM  -  3:00 PM  -  Coffee Break
3:00 PM  -  4:30 PM  -  Final Training Session
4:30 PM  -  5:00 PM  -  Day Summary and Q&A
Fees & whats included

Fees & what is included

Early bird 65 days before course start date Early bird 40 days before course start date Regular Course Fee
USD 2,790.- USD 2,990.- USD 3,300.-
  • For early registrations special prices apply as outlined above.
  • The regular, special and early bird courses fees include the applicable 5% VAT.
  • Companies - register 2 participants for the same course and date and get one place free.
  • Only one type of discount can be applied to the same course & date registration.
  • For larger corporate clients there are special packages. Contact us for details.

At Atton Institute we do our best to ensure that all our courses and trainings are provided with the highest industry standards, are time efficient and praxis related, and bring the best education results. Our courses have the most up-to date info and secure the excellent course fee to value ratio quality.

Course Fee Includes

  • Extensive Workbook with Course Materials
  • Handouts and other Supporting Materials
  • Practical Examples and Various Case Studies
  • Quick Reference/Top Tips Guide
  • Professional & Experienced Instructor
  • Accelerated and Intensive Learning Techniques
  • Relationship Building within Course
  • Post Course Action Plan
  • Index of Additional Suggested Materials
  • Course Completion Certificate
Free Valet Parking
Coffee Breaks
Free WIFI access

Course certificate

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When would you like to start

26 Nov 2018, Geneva Register Now
09 Dec 2018, Dubai, UAE Register Now
19 Mar 2019, Dubai, UAE Register Now
25 Jun 2019, Geneva Register Now
08 Sep 2019, Dubai, UAE Register Now
29 Oct 2019, Dubai, UAE Register Now
26 Nov 2019, Geneva Register Now
15 Dec 2019, Dubai, UAE Register Now
Participant insights

Participant insights

The course was highly beneficial for my job and career. This info will clearly give me the great support for my day-to-day tasks.
Muhammed A. (Senior Auditor)Auditing Company, Dubai.
What I have learned in the course was exactly what I was looking for. Highly clear and pragmatic with perfect guidelines on how to use it at my work.
Antony S. (Manager) Drilling Equipment Company, Abu Dhabi.
A very useful course that provided new insights in the customer behavior and definitely would help me with my communications with customers.
Mario A. (Business Owner) Boutique Shops, Dubai.
Great thanks – one of the best courses I have made.
Brian G. (Projects Coordinator) Events Management Company, Ras Al Khaimah.
Exciting and inspiring course. Helped me to see things differently and re-organize our customer service department.
Abbas H. (Company Manager) Project Engineering, Muscat.
Would really suggest the training to any professional who is in charge of customer care.
Jane A. (General Manager) Real Estate Company, Dubai.
The time spent at course was really enjoyable and useful. Easy to understand and I used part of knowledge the next day after training.
Samira K. (Sales Team) Car Rental, Abu Dhabi.
Was the real great overview on what I shall do to improve in the Customer Service in my business.
Syed H. (Company Owner) Data Storage Solutions, Dubai.
The info I received on the course is the surprise for me. Never though of such simple techniques which help to handle difficult customers conversations.
Gabriela H. (Manager) Call Center, Sharjah.
The training I have chosen was very useful and informative with a number of very useful points. Was well explained by the trainer.
Colin G. (General Manager) Safety Equipment, Riyadh.
The program was very explanatory and gave me a lot of points to re-think. Would sure make a difference to my work approach.
Gabriela Y. (Supervisor) Call Center, Kuwait.
Would recommend to my team members to attend the same course. It would positively help me to do my job better.
Udo C. ( Department Head) Heavy Machinery Maintenance, Abu Dhabi.
The time spent at the course was the excellent investment – a lot of useful and practical info. Exactly what I was looking for.
Idul R. (Supervisor Sales) Construction Materials, Umm Al Quwain.
It was great idea to join such training. Would be a definite backing in my career development. Thinking of taking more courses – on other subjects.
Cristina R. (Sales Coordinator) Retail Company, Dubai.
The training was a great mixture of information and practical aspects. The instructor was highly professional and the course was organized the excellent way.
Samaa J. (Projects Manager) IT Solutions, Oman.
I really liked the scope and the style of the training – very friendly, a lot of communication and highly informative.
Stefan L. (Client Relationships) Insurance Company, Doha.
It was a great idea to join such training. All members of our team shall complete it. A lot of new points and useful hints.
Burcu W. (Marketing Head) Corporate Banking, Abu Dhabi.
Was really pleased by the content of the course and qualifications of the instructors. Got a lot of useful points for my business.
Marty Z. (General Manager) Travel Company, Dubai.
Great trainer and perfect information materials. Was really worth to attend. A lot of insights and ideas on how to improve job performance.
Daniel D. (PR Officer) Private Hospital, Muscat.
As we were in the process of restructuring of our call center this training was just perfect for the time. Remarkable and valuable suggestions and solutions.
Joselito B. (Marketing Department) E-commerce, Dubai.
The course was very beneficial and practical for my duties. Handling complicated customers from now on would be easier. Great instructor. Perfect training venue.
Amira Z. (Sales Manager.) Designer Apparel, Abu Dhabi.