Brand Management Redefined in the New Normal
by Quennie Cua

August 9, 11, 13, 16, 18 ; 9am to 12 noon

Market dynamics have changed drastically over the last few months. If you are driven to understand the importance of brands, their roles and value, and how to keep them always relevant to your customer/consumer over the long-term, this bootcamp is for YOU!

Benefits to the Participants
  • Get new ideas on how brands can leverage threats and opportunities
  • Gain clarity on each component of the brand DNA and how they interact with the brand and market
  • Learn different perspectives on looking at WHERE YOU PLAY and HOW TO DIFFERENTIATE
  • Acquire highly actionable and practical examples to apply learnings to your own company setting


Session 1: Market Landscape and Category Purchase Drivers
With the use of Porter’s landscape framework, this session will help you map the opportunities that can help and threats that can hinder your brand.
Expected output:  Key Industry snapshot

Session 2: (WHO) Customer Insights and Journey/ Experience
In this session, we will map the customer journey across different receptivity touch points.

Expected output: Customer Journey Map

Session 3: (WHAT) Brand DNA Relevance and Distinctiveness
In this session, you know how to define your brand's core DNA (Purpose, Positioning, Character, Promise).

Expected output: Brand Health Check

Session 4: (HOW) Business Model  and Marketing Innovation
In this session, we will revisit your brand's current Business Model and assess if it fits the new normal marketplace.

Expected output: Business Model Framework

Session 5: (WHERE) Brand Communication and Media Channels
In this session, you will learn how to develop a strong and relevant communication /message and understand the role of different media channels in your brand strategy.

Expected output: Brand Communication Plan

Investment Fee
Early Bird Rate: P11,888 + vat (if paid until July 8, 2021)
Regular Rate: P12,888 + vat (if paid on July 9, 2021 onwards)

Group Rate: 5 + 1 FREE. Limited to the first 2 companies.

How much to pay for each course?

Early Bird Rate

If paid on or before July 8, 2021



Regular Rate

If paid on July 9, 2021 onwards




August 05, 2021