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  • Melbourne: 8 May. Venue: Cliftons Melbourne, Level 1, 440 Collins Street.

Online registration – click on the date link above | PDF registration

National Workshop Attendance: a discount rate is available for Australian Marketing Institute members who wish to attend a workshop not scheduled within their home state this year.

Workshop facilitator: Dr Mark Ritson, Associate Professor of Marketing, Melbourne Business School.


This one-day advanced workshop, Brand Architecture, will help you to better manage your portfolio of brands. There are three key topics in brand architecture. First, the general ability to design your portfolio of brands in the correct way so that each gets the maximum support and strategic advantage.

Second, you will gain insight into which brands in your portfolio are actually unnecessary. Most companies have too many brands and this master class will help you to decide which brands you need to remove from your portfolio and show you a variety of ways to achieve this goal.

Finally, brand architecture also includes key insights into diversification and we will explore key lessons related to brand extension, line extension and co-branding designed to help you extend your existing brands into new markets and new business.

This workshop qualifies for eight hours of professional development under the Professional Maintenance Program of the AMI's Certified Practising Marketer Program.

Topics covered

  • Understanding brand architecture.
  • Brand consolidation.
  • Brand extension.
  • Co-branding.

More information about the workshop content can be found in the 2013 Advanced Workshops brochure (PDF, click here).

Who should attend this workshop

This advanced workshop is specifically designed for marketers who have direct responsibility for a product, brand, service or company that has an interest in either extending or contracting their existing brand portfolio. Are you considering a brand extension? Do you fear you have too many brands? Are you worried your current brand architecture is incorrect and limiting the success of your organisation? Are you about to merge or acquire a new company or brand into your group? If any of the above apply, then this will be a valuable workshop for you.


CPM Members $850 | AMI Members $950 | Non-Member $1150 | Interstate CPM Member $425 | Interstate AMI Member $475

Online registration is available; click on the date link at the top of the page. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2013 Advanced Workshop PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here) or you can just download the registration form by clicking here.


Overview of Advanced Workshops | Brand Architecture | Brand Management | Brand Positioning | Digital Strategy | Driving Marketing Strategy | Managing Integrated Marketing Communications | Scenario Planning | Social Media Strategy

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2009 Australian Marketing Institute