Hector Del Castillo, CPM, CPMM has over 15 years of experience collaborating with executives, senior managers, and entrepreneurs to transform ideas into a great business. He’s passionate about building and marketing products customers love.

As a consultant, trainer and coach, he helps accelerate growth by building capacity and capability, guiding and training product teams, improving processes and deploying best in class tools to make smarter decisions and get better results from product investments.

Hector is CTO, at V-Sense Medical Devices, where he’s busy building a platform for smart touchless vital sign monitoring devices that improve the user experience, eliminate human error and reduce workload for practitioners.

Connect with Hector and inquire how he can help you shape your product leaders into a high performing product team.

Hector Del Castillo

Expert Trainer

LEORON Professional Develop-ment Institute is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing profes-sional education on the National Registry of CPE Sponsors. State

boards of accountancy have final authority on the ac-ceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org

The Association of International Product Marketing and Man-agement (AIPMM), founded in 1998,

promotes worldwide excellence in product management education and provides value to its individual members, corporate members, strategic partners and sponsors by providing valuable content, training, education, certifica-tion and professional networking opportunities.

The AIPMM Seven Phase Product Lifecycle Framework is a vendor independent Product Management and Product Marketing standard that takes into account best practic-es used in a wide range of companies and industries. This ensures that the most modern and up to date challenges faced in product management and product marketing are addressed for today’s environment. The Framework is part of the AIPMM Product Body of Knowledge (ProdBOK) that was developed with input from over 50 experts and en-dorsed by more than half a dozen consulting companies. The Framework includes seven distinct product phases, from Conceive to End of Life, and covers all aspects during the entire product lifecycle.

5 KEY TAKE AWAYS

1Increase your effectiveness as a brand manager by learning industry best practices used successfully all over the world

2 Earn a globally recognized certification credential to boost your career as a Certified Brand Manager

3 Learn how to create stronger relationships be-tween your brand and your customers

4Understand the role of brand management and its relationship to functional marketing, product management and other key stakeholders

5 Bring tangible growth results to the organization as part of a strong brand team

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

» Brand Managers and those responsible for managing the function

» Marketing managers, product managers, product marketing managers and others responsible for marketing products

» Business managers and others wanting to become more knowledgeable about the role of the brand and its impact on the business

WHO SHOULDATTEND?

At the conclusion of this course, the participant will be able to:

» Define the main concepts and explain the purpose of branding.

» Examine brand concepts in real-life setting by articulat-ing the context of and the rationale for the application.

» Describe the process and methods of brand man-agement, including how to establish brand identity and build brand equity.

» Formulate effective branding strategies for both B2C and B2B goods/services

» Conduct a brand audit using both primary and sec-ondary sources and propose strategic recommenda-tions based on the audit results.

» Compose, assess, and incorporate individual input to produce effective team project output.

COURSE OBJECTIVES

ABOUT THE CERTIFICATIONCertified Brand Manager is a designation of the AIPMM. The AIPMM has a primary objective to provide education-al programs and the standards of excellence necessary for a product or brand professional to achieve profes-sional recognition. Through the Certified Brand Manager course, individuals have the opportunity to pursue con-tinuing education and increase industry involvement and industry-wide recognition by achieving certified designa-tion. Included in the course fees are all prerequisites for applying for the Certified Brand Manager certification, membership in the AIPMM and the exam, which will be administered on the last day of the course. Participants are allowed two hours to complete this exam.

February 25-27, 2018 | Riyadh, KSA

IN-HOUSE If interested to run this course in-house please contact Goran Gakidev at +971 4 447 5711 or e-mail: goran.gakidev@leoron.com

DISTANCE LEARNING PROG. If interested to run this course with our distance learning program please contact Agron Kurtishi at: +971 4 447 5711 or e-mail: agron.kurtishi@leoron.com

PROGRAM TIMINGS

Registration will begin at 08.00 on Day One.

The program will commence at 08.30 each day and continue until 16.30.

There will be two refreshment breaks and lunch at ap-propriate intervals.

Delivery Type Group Live

Prerequisites None

Level Foundation / Intermediate

This Program is worth 21 NASBA CPE credits

Official AIPMM Learning materials INCLUDEDBasic MembershipINCLUDED

Exam FeesINCLUDED

TRAINING METHODOLOGYThis course provides exam preparation as well as training. Consequently, it addresses “classical” topics as well as cur-rent trends. The more basic exam preparation material will be provided to participants within a supplemental section in the course binder to allow more time for discussion of industry trends and advanced topics.

There are action learning exercises and group discussions during the training course. There are quizzes and work-sheets to aid in the “classical” topic training

February 25-27, 2018 | Riyadh, KSA

COURSE OVERVIEWThe “Certified Brand Manager” program is designed to increase the effectiveness of brand managers and others involved in marketing products and/or brands. The workshop provides tools and knowledge for developing, strengthening and maintaining a brand or portfolio of brands. It covers:

» The roles and responsibilities of brand management; » How these evolve over time, the key organisational interfaces, and the use of the classical Marketing “Ps” to strengthen a brand. » The different levels of the brand (e.g., elements, attributes, personality & core values) » How each plays an important role in developing & maintaining strong relationships with 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”.

Certification CredentialsThrough the Certified Brand Manager course, individuals have the opportunity to pursue continuing education and in-crease industry involvement and industry-wide recognition by achieving the certified designation. The workshop in-cludes an exam and all other prerequisites to qualify for the “Certified Brand Manager” professional certification from the Association of International Product Marketing & Management (AIPMM).

COURSE OUTLINE

Introduction & Course Objectives To begin the course, the participants will identify the major challenges facing them, so the instructor can fo-cus various parts of the discussion on the issues that are most relevant and valuable.

PLANNING /Building Brand Management Programs

A well-designed Brand Management Process helps to align an organisation around the direction, the choic-es, and the tactics needed for a brand to achieve the organisation goals. In this portion of the training, we will focus on the best-in-class methods for designing, planning, and executing the brand management pro-cess of the organization.

Introducing Brands and Brand Management » What is a Brand and Why Does it Matter? » What can be Branded? » The Brand Management Process

Exercise: What do brands mean to me?

Creating a Brand Strategy » CBBE Customer Based Brand Equity » The Brand Value Chain » Brand Building in 4 Steps

Exercise: Examining strong brand positions

Creating and Executing Brand Marketing Programs » Choosing Strategic Brand Elements » Creating Effective Brand Marketing Programs » Leveraging Brand Relationships

Exercise: Brand elements

MEASURING Brand Performance

Marketers need timely, accurate, and actionable data in order to inform business decisions in both the short and long term. In this section, course participants will learn how qualitative and quantitative brand research, in addition to performance tracking, is utilized to en-sure growth over time.

Creating a Brand Equity Measurement and Management Process

» Effective Research Techniques to Measure Brand Equity - Qualitative Methods - Quantitative Methods

» Understanding Market Performance Outcomes of Brand Equity

Exercise: Marketing assessment questionnaire

GROWING & SUSTAINING Brand Equity

How can one create a strong brand and sustain it? Ge-neric terms like product quality, differentiation, and effective positioning are often mentioned, but usually as generic concepts. In this part of the training, partic-ipants will learn how to use strategic frameworks and concepts based on specific value-enhancing actions that establish and sustain successful brands.

Creating a Strategic Brand Architecture » Brand Extensions

Maintaining the Brand Long-Term » Reinforcing/Revitalizing/Repairing » Managing Brands Across Cultures & Segments

Exercise: Brand extension evaluation

February 25-27, 2018 | Riyadh, KSA

TERMS & CONDITIONS

1. Payment Terms for LEORON Professional Development Institute (hereafter LEORON PDI)a. 100% payment of the amount in maximum 15 days upon the receipt of the invoice. b. The payment shall be conducted either in cash, credit/debit card, cheque or bank transfer. c. The stated amount is exclusive of Withholding Tax and other duties, taxes and transfer related charges which if

applicable are payable by the client in addition to the stated amount.2. Cancelation and Postponement Policy

a. All cancelations and postponements shall be done in written form.b. In case of client cancelation:

i. No cancelation fee if the cancelation takes place not less than 14 days prior to the beginning of the course,ii. 50% cancelation fee if the cancelation takes place between 7 days and 14 days prior to the beginning of the course,iii. 100% cancelation fee if the cancelation takes place less than 7 days prior to the beginning of the course,

c. In case of client postponement, i. LEORON PDI issues a credit note which states that the paid amount can be used for participation in any of the

company’s courses which are scheduled in a period of 12 months from the date of the credit note.ii. A 25% postponement fee if the postponement takes place less than 10 days prior to the beginning of the course

d. In case of LEORON PDI cancelation:i. A 100% refund shall be applicable if LEORON PDI decides to cancel the event - the client has an option to receive

a credit note which can be used for any course for a period of 12 months.ii. In case of LEORON PDI postponement - the client may choose to participate on the same course at the later date or

to be issued a credit note which states that the paid amount can be used for participation of any of the company’s courses which are scheduled in a period of 12 months from the date of the credit note.

3. Selection of Trainer and LocationSelection of the trainer and training location shall be at the discretion of LEORON PDI. Every effort shall be made to maintain continuity, but, if necessary, LEORON PDI can change the trainer and training location any time prior to commencement of the course.

4. Intellectual PropertyThe copyright, intellectual property and design rights of the learning materials are property of LEORON PDI and its expert trainers. It cannot be copied, shared or reproduced without prior written consent of LEORON PDI.

5. Health and SafetyThe clients must conform to and comply with the Health and Safety Policy and Procedures as laid down by LEORON PDI or its partner organizations when the course is delivered in leased premises. Breaches of these policies and procedures may result with the client being suspended or excluded from the course and premises.

6. Complaints and Refunds Procedurea. LEORON PDI shall deem relevant the following types of complaints:

i. If the contents of a course or the training materials are incorrect or inappropriate.ii. If the duration of the course is significantly different to that invoiced.iii. If the conduct or actions by the LEORON PDI trainer are inappropriate or offensive.iv. If the training delivery is not on a satisfactory level

b. Enquiries and complaints shall be made in written form and have to contain sufficient detail to allow LEORON PDI to compile an official written response.

c. All official enquiries and complaints shall be submitted electronically to Val Jusufi, Managing Director of LEORON PDI, at val@leoron.com

d. LEORON PDI shall officially respond to the complaint no later than 7 days from the date of its reception.7. Force Majeure

LEORON PDI shall not be liable to the clients or be deemed to be in breach of any agreement it has concluded with them for any delay in performing or failure to perform any of the LEORON PDI’s obligations in respect of the services if the delay or failure was due to any cause such as war, warlike activities, fire, storm, explosion, national emergency, labor dispute, strike, lock-out, civil disturbance, actual or threatened violence by any terrorist group, newly enacted law or regulation or any other cause not within the control of LEORON PDI.

8. Governing LawThis contract shall be governed by and construed in accordance with the Laws and Regulations of the Au-thority in the Kingdom of Saudi Arabia.

I have read and agreed to the following terms and conditions!

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COURSE DETAILSCERTIFIED BRAND MANAGER®

Date: February 25-27, 2018 Location: Riyadh, KSA

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