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Successful Product Launching & Brand Positioning
Apply A Practical Management Tool, The “Successful Product Launching And Brand Positioning CanvasTM”, That Will Deliver Immediate Benefits To Your Organisation
26 – 29 November 2017
Kempinski Hotel, Mall of the Emirates, Dubai, UAE
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"IIR (Informa) Strikes again! Revolutionary concepts for those seeking radical change to ways of looking at business in today's information age. IIR (Informa) great effort!"

Tariq Bashwari
Planning Analyst
Saudi Aramco

"This event provides the building blocks for becoming not only an effective worker, but also for developing into a genuine and sincere human being."

Cynthia Fernandes
Services and Travel Buyer
Masterfoods ME

"It is a life changing course that touches all aspects of one's life."

Mohammed Al-Fariss
Staff Projects Engineer

"An excellent course – adds real value to our experience."

Omar Jahameh
Finance Supervisor
Qatar Airways

"IIR (Informa) is able to recognise and develop new trends. The delivery of innovative case studies adds tremendous value to conferences. This gives delegates the perfect balance between theory and practice. I believe in its formula."

Professor Robert Kaplan
Harvard University


Successful product launch and brand positioning are the cornerstones of business success. Businesses frequently jump to commercial product launch or brand positioning without considering key strategic issues in enough detail. The result? Inadequate customer focus, poorly defined segments, a functionally driven value proposition, confused brand positioning and ultimately disappointing financial performance.

This highly interactive four-day course will help you overcome these issues via the application of proven product launch and brand management techniques to your organisation.

  • The Product Launch Marketing And Brand Positioning Canvas
  • Identifying Critical Success Factors
  • Profiling Your Target Customer
  • Developing Focus: Clarifying Your Value Proposition
  • An Introduction To Insight
  • Product And New Product Development: Definition And Scope
  • Strategic Product Marketing Models And Insight Generation – Exploration, Application, Analysis And Evaluation
  • Understanding Innovation In Your Organisation
  • "Serious Creativity" – Applying Creativity Techniques That Drive Innovation In Your Organisation
  • Strategic Product Branding – Part I: Defining Your Product's "Brand"
  • Strategic Product Branding – Part II: Brand Enablers
  • Strategic Product Branding – Part III: Building A Holistic Brand Experience
  • Product Marketing Strategy – Segmentation, Targeting And Positioning
  • Launching Your Product To Market – The Role Of The Media Message Guide, Brand Engagement, Communications And Social Media
  • Identifying Critical Success Factors
Who Should Attend

Product launch and brand positioning are strategic management activities. This course is suited to “C” level marketing executives, senior marketing executives or senior marketing managers who play an active role in product launch and brand strategy. It is not suitable for entry level or junior marketers or those with no marketing experience. The course is equally applicable to those who market “tangible” goods, deliver services or even manage places or destinations.

Benefits Of Attending
  • Identify the factors which are critical to product launch and brand positioning success at your organisation
  • Learn how to launch products that customers don't know they currently need
  • Apply advanced statistical techniques that can help reduce product launch and brand positioning risk
  • Understand why brands positioned around strong feelings win in today's markets
  • Ensure your brand engages in meaningful conversations with customers using social media and mobile to drive product launch success and support desired brand positioning
Course Director

    Dr. Darren Coleman
    Managing Consultant – Wavelength Marketing®
    Visiting Lecturer in Corporate Brand Management, University of Warwick, UK

    Dr. Darren Coleman has over 20 years' product and brand marketing experience. This spans product launch and brand strategy projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped brands such as Orange (UK and Group), BUPA, Standard Life, Maybank, Tupperware Brands, Nikon, Volvo, STC, NCB, The Malaysian Government, The British Government, and University College London. He has launched new products and brands into a range of sectors including mobile telecommunications, financial services, healthcare, education, construction, pharmaceuticals, fast moving consumer goods, and professional services. Darren helped launch the world's first location based services retail offer in the UK. He also helped Orange Group launch multimedia messaging services (video, picture, sound) across continental Europe to a user base of approximately 55m users.

    Darren is the Managing Consultant at Wavelength Marketing. Wavelength offers brand advice, insight, education and activation to organisations that expect marketing to deliver measurable financial returns. Wavelength specialises in helping companies launch or relaunch products via a range of specialist services. These include target market profiling, product proposition development, product design optimisation, segmentation, launch plan development, launch communications, brand strategy and brand positioning. Wavelength's advice is frequently informed by advanced statistical analyses that reduce product launch and brand positioning risk.

    Darren speaks at international conferences on brand marketing in the UK, continental Europe, Middle East and Asia and is frequently asked to sit on panels as an expert judge. He holds a PhD in brand marketing (University of Birmingham, UK), an MA in marketing (University of Nottingham, UK) and is a Chartered Marketer with the Chartered Institute of Marketing. He is a visiting lecturer in Corporate Brand Management at The University of Warwick, frequently blogs, speaks on radio, and tweets @onthewavelength.

Venue and Accommodation

    Kempinski Hotel, Mall of the Emirates

    Dubai, United Arab Emirates

    Kempinski Hotel Mall of the Emirates

    Celebrate the 10 year anniversary of Kempinski Hotel Mall of the Emirates which is connected to the award winning Mall of the Emirates, retailing 560 prestigious brands, a 24 screen multiplex cinema and the region's largest indoor ski slope and snow park.

    With 393 rooms and suites, including 20 stunning Aspen Chalets, we boast some of the most unique and modern accommodations. All rooms are well equipped with the state of the art technology for your comfort.

    A destination guaranteed to create memorable moments for business or leisure travelers; we welcome you to a five star luxury retreat.

    Kempinski Hotel Mall of the Emirates Dubai
    Sheikh Zayed Road, Al Barsha
    P.O. Box 120679
    Dubai, United Arab Emirates

    Tel +971 4 341 0000
    Fax +971 4 341 2327


    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

Course Fees
Date Course Fee Before
17 September 2017
Course Fee Before
22 October 2017
Final Fee
26 – 29 November 2017
US$ 3,995 US$ 4,495 US$ 4,995
Course fee includes documentation, luncheon and refreshments. Delegates who attend all sessions and successfully complete the assessment will receive a Certificate of Completion from Informa/GW.


Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on

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