Structure records of cross-border brand management so that they answer the questions an auditor will actually ask.
Designing Cross-Border Brand Management Strategies
Develop the judgement and the documentation needed to run cross-border brand management properly.
📍 Tunis🗓️ 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 cross-border brand management before speaking to anyone. A message about the marketing and commercial practice capability that tries to reach everyone reaches nobody. Participants develop a defensible line of reasoning for the choices they make about this part of marketing and commercial practice. Across sectors, teams that rehearse cross-border brand management outperform teams that only plan it. Every module pairs a short input on the practice within marketing and commercial practice with structured practice on the participant's own material. The programme takes participants through the wider marketing and commercial practice agenda end to end, from framing the problem to closing it out. Participants who influence cross-border brand management without directly controlling it will find the content directly usable. What blocks progress on this strand of marketing and commercial practice is usually unclear ownership rather than unclear intent. Work concludes with a self-assessment of this area of marketing and commercial practice that participants can repeat annually.
Expected Learning Outcomes
Design the qualification criteria that stop effort being wasted in cross-border brand management.
Measure customer lifetime value arising from cross-border brand management, not first-order revenue.
Build the reporting on cross-border brand management that supports a spending decision.
Set the minimum documentation for cross-border brand management that is genuinely necessary, and stop there.
Build the sales process for cross-border brand management so it is repeatable across the team.
Define the scope and boundaries of cross-border brand management so that responsibility for it is unambiguous.
Who Should Attend
Retail and channel managers executing cross-border brand management in the field.
Compliance and governance staff whose remit includes cross-border brand management.
Specialists advising senior management on cross-border brand management.
Brand and communications specialists shaping cross-border brand management.
Founders and owner-managers running cross-border brand management personally.
Sales managers leading teams that deliver cross-border brand management.
Course Modules
Cross-border brand management: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Closing out cross-border brand management and capturing what was learned
- Write down the assumptions underpinning the approach to cross-border brand management.
- Anticipate the objections cross-border brand management will raise and prepare the answers.
- Prepare the summary of cross-border brand management that senior management will read.
- Build the content that answers the buyer's real question about cross-border brand management.
Session 2Keeping customers acquired through cross-border brand management
- Measure lifetime value from cross-border brand management, not just first purchase.
- Design the retention action triggered when a customer of cross-border brand management goes quiet.
- Collect evidence on the present handling of cross-border brand management before proposing changes.
- Set the review interval for cross-border brand management and who attends.
Cross-border brand management: objection handling and negotiation
2 sessions · 8 pointsSession 1Protecting the brand while hitting targets on cross-border brand management
- Estimate the resource cross-border brand management requires to run as designed.
- Write the positioning claim for cross-border brand management and test whether a competitor could say it too.
- Record the rationale for each significant choice made about cross-border brand management.
- Decide what will be stopped to create capacity for cross-border brand management.
Session 2Pricing cross-border brand management on value rather than cost
- Describe the buyer for cross-border brand management specifically enough to name who is excluded.
- Script the three most common objections in cross-border brand management and the responses.
- Set objectives for cross-border brand management in revenue terms with a timeframe.
- Rehearse the briefing on cross-border brand management that would follow an incident.
Cross-border brand management: positioning and the honest claim
2 sessions · 8 pointsSession 1Handling the objection to cross-border brand management that ends most conversations
- Verify six months later that changes to cross-border brand management have held.
- Identify single points of dependency in cross-border brand management and reduce them.
- Select channels for cross-border brand management based on evidence, then cut the rest.
- Prepare the response for the most likely failure in cross-border brand management.
Session 2Who answers for cross-border brand management, and to whom
- Test creative for cross-border brand management at small scale before full commitment.
- Structure pricing for cross-border brand management against perceived value.
- Identify where judgement in cross-border brand management is legitimate and where it is not.
- Set the discount authority for cross-border brand management and require justification.
Cross-border brand management: pricing, value and discount control
2 sessions · 8 pointsSession 1Reading the current state of cross-border brand management honestly
- Check that records of cross-border brand management answer the questions likely to be asked.
- Test the procedure for cross-border brand management against a realistic scenario.
- Choose the next segment for cross-border brand management and state why it is next.
- Document the sales process for cross-border brand management so a new joiner can follow it.
Session 2Choosing channels for cross-border brand management on evidence
- Remove steps in cross-border brand management that add effort without adding assurance.
- Build the report on cross-border brand management that answers whether to spend more or less.
- Define the handover point between marketing and sales in cross-border brand management.
- Map the decision journey for cross-border brand management and mark where the choice is actually made.
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
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