Design the retention and win-back approach for brand valuation.
Building Strategies to Measure the Financial Value of the Brand
Learn to design, measure and defend your organisation's approach to brand valuation.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on brand valuation before speaking to anyone. Attribution in this part of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. Participants gain a clear basis for measuring what this area of marketing and commercial practice has actually achieved. Exercises escalate in difficulty, ending with the ambiguous situations that make brand valuation hard in practice. It establishes a shared vocabulary for this part of marketing and commercial practice so that teams can disagree productively about it. Benchmarking exercises repeatedly place this strand of marketing and commercial practice among the areas with the widest performance spread. It is written for people who have to make brand valuation work with the resources they already have. Teams frequently over-invest in documenting this part of marketing and commercial practice and under-invest in testing it. The final module sets out how progress on the marketing and commercial practice discipline will be evidenced six months later.
Expected Learning Outcomes
Build the content that moves a buyer through brand valuation rather than merely informing them.
Measure customer lifetime value arising from brand valuation, not first-order revenue.
Protect the brand while pursuing short-term targets in brand valuation.
Identify the failure points in brand valuation most likely to cause loss, and control them first.
Design a practical operating method for brand valuation that fits the organisation's size and maturity.
Estimate what brand valuation costs to run properly, and what is lost when it is not.
Who Should Attend
Quality staff verifying that brand valuation performs as designed.
Account managers responsible for retention within brand valuation.
Sales managers leading teams that deliver brand valuation.
Project and programme managers whose delivery depends on brand valuation.
Marketing managers responsible for brand valuation.
Brand and communications specialists shaping brand valuation.
Course Modules
Brand valuation: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Comparing brand valuation with recognised practice
- Set out the decisions in brand valuation that require sign-off and by whom.
- Test creative for brand valuation at small scale before full commitment.
- Check that brand valuation still works when volumes rise unexpectedly.
- Prepare the summary of brand valuation that senior management will read.
Session 2The decisions in brand valuation that cannot be delegated
- Reduce the variation in how brand valuation is carried out between teams.
- Decide what will be stopped to create capacity for brand valuation.
- Close out actions on brand valuation rather than leaving them open indefinitely.
- Set the discount authority for brand valuation and require justification.
Brand valuation: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Qualifying out of brand valuation early and without guilt
- Map the handovers in brand valuation between functions and secure them.
- Identify where judgement in brand valuation is legitimate and where it is not.
- Set objectives for brand valuation in revenue terms with a timeframe.
- Define acceptance criteria for brand valuation in advance.
Session 2Closing out brand valuation and capturing what was learned
- Document the sales process for brand valuation so a new joiner can follow it.
- Review whether short-term tactics on brand valuation are damaging the brand.
- Benchmark the organisation's brand valuation against comparable operations.
- Establish who is informed, consulted and accountable in brand valuation.
Brand valuation: channels, content and creative
2 sessions · 8 pointsSession 1Defining the audience for brand valuation narrowly enough to matter
- Build the report on brand valuation that answers whether to spend more or less.
- Map the decision journey for brand valuation and mark where the choice is actually made.
- Select channels for brand valuation based on evidence, then cut the rest.
- Check that records of brand valuation answer the questions likely to be asked.
Session 2Measuring brand valuation when attribution is imperfect
- Design the retention action triggered when a customer of brand valuation goes quiet.
- Rehearse the briefing on brand valuation that would follow an incident.
- Agree the attribution model for brand valuation and state its known limits.
- Define qualification criteria that disqualify quickly in brand valuation.
Brand valuation: pricing, value and discount control
2 sessions · 8 pointsSession 1Handling the objection to brand valuation that ends most conversations
- Plan the sequence in which improvements to brand valuation will be introduced.
- Script the three most common objections in brand valuation and the responses.
- Write the positioning claim for brand valuation and test whether a competitor could say it too.
- Compare cost of acquisition against value in brand valuation.
Session 2The handover between marketing and sales in brand valuation
- Build the content that answers the buyer's real question about brand valuation.
- Describe the buyer for brand valuation specifically enough to name who is excluded.
- Set the review interval for brand valuation and who attends.
- Assign responsibility for keeping documentation of brand valuation current.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.