Role-Based Programme
RB1157

AI for Brand Management

Brand Strategy, Consumer Insights & Smarter Campaign Execution

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Duration
8 Hours
Level
Basic
Delivery
Instructor-Led
Format
Workshop

Programme Objectives

  • Understand how AI can support Brand Management across brand strategy, consumer research, positioning, campaign planning, and performance analysis.
  • Apply AI to analyse customer perceptions, competitor activity, market trends, and brand-related signals.
  • Use AI to improve brand messaging, campaign concepts, content briefs, communication planning, and management presentations.
  • Develop practical skills for brand positioning, audience analysis, campaign ideation, brand-health review, and competitive benchmarking.
  • Understand responsible AI use, brand consistency, copyright, source validation, bias, confidentiality, and human creative judgement.

Tools covered

Generative AI AssistantsAI Search & ResearchConsumer Insight AnalysisCompetitor AnalysisBrand PositioningContent IdeationCampaign PlanningSentiment AnalysisBrand MonitoringAI-Powered Presentation Tools

Who should attend

  • Brand Managers
  • Senior Brand Managers
  • Assistant Brand Managers
  • Marketing Managers
  • Brand Strategy Professionals
  • Product Marketing Managers
  • Category Marketing Professionals
  • Corporate Brand Professionals
  • Marketing Communication Professionals
  • Campaign Managers
  • Consumer Insights Professionals
  • Digital Marketing Professionals
  • Brand Activation Professionals
  • Marketing Team Leads

Prerequisites & Participant Readiness

  • Basic understanding of marketing, branding, or customer communication
  • Familiarity with brand campaigns, customer segments, or marketing content is helpful
  • Basic communication and digital-tool skills
  • No programming or technical AI knowledge required
  • Prior AI-tool experience is helpful but not mandatory

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to modern brand management
  • Understanding how AI can support research, positioning, content, campaign planning, and brand monitoring
  • Distinguishing AI assistance from traditional market research, marketing automation, and analytics
  • Understanding AI limitations, hallucinations, bias, and brand-reputation risks
Practical activities
  • Identifying recurring Brand Management activities suitable for AI assistance
  • Comparing traditional and AI-assisted approaches to a branding task
  • Mapping potential AI applications across the brand-management lifecycle

Scenarios

Consumer Insight to Brand Campaign

Consumer Feedback → AI-Assisted Analysis → Audience Insights → Brand Opportunity → Positioning → Campaign Concept → Content Brief → Activation Plan

Participants use AI to analyse sample consumer feedback, identify an audience opportunity, and develop a structured brand campaign aligned with positioning and customer needs.

Brand Performance to Repositioning Action

Brand Data → Customer Sentiment → Competitor Comparison → Perception Gaps → Positioning Options → Message Refinement → Campaign Actions → Management Review

Participants use AI to review a sample brand-performance challenge, identify perception and competitive gaps, and prepare a structured brand improvement plan for management discussion.

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