Role-Based Programme
RB1158

AI for Brand Management

Brand Strategy, Consumer Insights & Campaign Intelligence

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for brand strategy, consumer understanding, positioning, campaign planning, and brand-performance analysis.
  • Apply AI to analyse consumers, competitors, market trends, brand perception, communication themes, and emerging opportunities.
  • Use AI to strengthen brand positioning, messaging, content development, campaign briefs, and stakeholder communication.
  • Analyse campaign and brand-performance information to identify trends, risks, opportunities, and optimisation priorities.
  • Apply responsible AI practices related to brand integrity, copyright, consumer privacy, bias, factual accuracy, and human review.

Tools covered

Generative AI AssistantsAI Search & ResearchConsumer Insight AnalysisCompetitor AnalysisBrand PositioningContent IdeationCampaign AnalysisSocial Listening ConceptsSentiment Analysis ConceptsPresentation ToolsExecutive SummarisationKnowledge Assistants

Who should attend

  • Brand Managers
  • Senior Brand Managers
  • Assistant Brand Managers
  • Brand Marketing Managers
  • Marketing Managers
  • Product Marketing Professionals
  • Category Marketing Professionals
  • Brand Strategy Professionals
  • Corporate Brand Professionals
  • Marketing Communication Professionals
  • Campaign Managers
  • Consumer Insights Professionals
  • Digital Marketing Professionals
  • Marketing Strategy Professionals
  • Brand & Communications Leaders

Prerequisites & Participant Readiness

  • Experience in branding, marketing, communications, consumer insights, or campaign management
  • Familiarity with brand positioning, customer segments, campaigns, and marketing metrics
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret marketing and consumer information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, multimodal AI, reasoning models, and AI assistants
  • Exploring AI applications across brand strategy, research, content, campaigns, and analysis
  • Understanding how AI differs from traditional market research, analytics, and creative tools
  • Recognising hallucinations, bias, outdated information, and brand-related AI risks
Practical activities
  • Mapping Brand Management activities to practical AI applications
  • Identifying high-value versus low-value AI use cases
  • Comparing traditional and AI-assisted brand workflows

Scenarios

Brand Positioning Refresh

Consumer Insights → Market Trends → Competitor Analysis → Brand Perception → Positioning Options → Messaging Architecture → Campaign Direction → Management Recommendation

Participants use AI to analyse a simulated brand facing changing customer expectations, develop alternative positioning directions, and prepare a refreshed brand strategy.

Campaign Performance to Brand Optimisation Plan

Campaign Data → Audience Response → Content Performance → Sentiment Themes → Brand Risks → Optimisation Opportunities → Revised Campaign Plan → Leadership Review

Participants use AI to analyse a simulated brand campaign, identify performance and perception issues, and develop an optimisation plan covering messaging, channels, content, and brand consistency.

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