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CIM Brand Strategy Program

CIM Brand Strategy Program

Why Attend

The CIM Brand Marketing Programme focuses on the frameworks and techniques required to build strong, differentiated brands. Without a clear brand strategy, organizations risk losing relevance, consistency, and customer trust. The course addresses ways to align brand propositions with organizational purpose, customer needs, and market demands. By attending this course, participants will gain the skills needed to develop brand strategies that drive growth, support cross-functional unity, and deliver long-term value. They will also explore practical tools to analyze market conditions, define brand positioning, and manage brand resilience to strengthen competitive advantage.

Associations
Associations
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Overview
Course Methodology

The course involves a combination of case studies, practical exercises, and group discussions to develop the strategic thinking and skills required to build and manage effective brand strategies. Breakout sessions and structured feedback activities encourage active participation and the practical application of key frameworks to real-world brand challenges.

Course Objectives

By the end of the course, participants will be able to:

  • Develop brand propositions that differentiate the organization and deliver clear market positioning
  • Align brand strategy with organizational purpose, values and customer expectations
  • Apply strategic frameworks to analyse market dynamics and brand performance
  • Create and manage brand strategies that support consistency, resilience and long-term value
  • Identify and manage risks, barriers and opportunities to strengthen brand reputation and competitiveness
Target Audience

This course is designed for mid-level marketing professionals responsible for contributing to, developing, or managing brand strategy within their organization. It is particularly relevant for those seeking to deepen their strategic planning capabilities and strengthen their understanding of how to position, manage, and grow brands in competitive markets. The course is suitable for those with a good foundation in marketing who now want to focus on applying structured, insight-led approaches to brand planning, management, and resilience.

Target Competencies
  • Brand proposition development
  • Strategic market analysis
  • Brand strategy planning and alignment
  • Cross-functional brand management
  • Brand value creation and measurement
  • Risk management and brand resilience
Note

The course is certified by CIM (The Chartered Institute of Marketing)

Course Outline
  • Brand Differentiation
    • Analyzing sector dynamics to identify competitive pressures and market opportunities
    • Assessing how external and internal factors influence brand positioning decisions
    • Developing strategic insight into the organization’s brand advantage relative to competitors
  • Brand Proposition
    • Building customer-centric brand propositions that reflect organizational purpose and ambition
    • Aligning brand delivery across the customer journey to meet customer expectations
    • Applying structured segmentation and targeting to sharpen brand relevance and impact
  • Cross-function Unity
    • Strengthening internal collaboration to deliver a consistent and credible brand experience
    • Aligning resource planning and functional working practices with brand objectives
    • Embedding innovation, internal communications and brand attributes into brand execution
  • Organization Value
    • Integrating brand purpose, vision and values into wider organizational strategy
    • Shaping a brand identity that supports internal alignment and external differentiation
    • Creating brand architectures that clarify positioning across multiple products and markets
  • Customer Value
    • Understanding how brand equity drives customer loyalty and business growth
    • Building and apply customer personas to strengthen brand engagement strategies
    • Evaluating customer-brand relationships to enhance brand value delivery
  • Brand Justification
    • Developing marketing and brand strategies that can be justified with clear commercial metrics
    • Setting Key Performance Indicators to measure brand contribution to business goals
    • Aligning brand activity with ethical standards and responsible business practices
  • Innovation
    • Driving brand evolution by embedding innovation into brand strategy
    • Strengthening brand identity by aligning innovation with customer expectations
    • Identifying how innovative brand management maintains relevance in competitive markets
  • Brand Reputation
    • Anticipating and managing risks that impact brand trust and market position
    • Building resilience into brand strategies to protect against market and reputational threats
    • Strengthening the brand’s ability to adapt and recover in the face of external challenges
  • Brand Resilience
    • Understanding the characteristics of resilient brands that sustain long-term success
    • Applying strategic brand management practices to maintain brand strength over time
    • Developing frameworks that balance brand consistency with market adaptability
  • Which Brand Strategy?
    • Evaluating strategic brand options to match business ambitions and market conditions
    • Selecting and adapting brand strategies to optimize commercial outcomes
    • Leading strategic brand decision-making processes with clarity and accountability
Associations
Associations
Chartered Institute of Marketing (CIM)

The Chartered Institute of Marketing (CIM) is the world’s leading professional body for marketing, with a global community of members committed to driving excellence in the profession. Established in 1911, CIM has been setting the international benchmark for marketing standards for over a century.
Through its qualifications, training, resources, and professional recognition, CIM empowers individuals and organizations to achieve marketing excellence, enhance career prospects, and deliver greater business impact. Its Chartered Marketer status represents the pinnacle of professional achievement in marketing, demonstrating expertise, credibility, and a commitment to continuous development.
By combining world-class knowledge, practical insights, and a strong professional network, CIM supports marketers at every stage of their career journey and ensures that marketing remains a central force for growth and innovation in today’s dynamic business world.

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Schedule & Fees

2025 Schedule & Fees

There are no public sessions remaining for the course this year. Please contact us if you wish to have a customized in-house session, or to find out how an additional public session can be scheduled.

2026 Schedule & Fees
Per participant
  • 8 - 12 Feb, 2026
  • English
  • Dubai
  • Venue to be assigned
Per participant
  • 23 - 27 Aug, 2026
  • English
  • Dubai
  • Venue to be assigned
Fees + VAT as applicable (including coffee breaks and a buffet lunch daily) Discount Plans & Cancellations Policy

Meirc reserves the right to alter dates, content, venue, trainer, and to offer courses in an integrated virtual learning (IVL) format whereby face to face classroom participants and virtual learners participate simultaneously in the same course in an interactive learning experience.

Tax Registration Number: 100239834300003

Virtual Learning
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