Who Should Attend
All those involved in decisions and actions impacting the health of the brand. It is also of direct interest to marketing, product and brand managers and supervisors. The concepts introduced are also of key importance to those who chart the overall strategic and operational policies of the company.
Objectives
By the end of the program, Participants will be able to:
• Have their organization, product or service succeed through careful attention to brand imperatives.
• Build a fully aligned, brand-focused operation.
• Measure brand equity, track it and maximize it.
• Avoid the dangers and pitfalls of ignoring the laws of branding.
Program Profile
Definitions and Concepts
• Is Branding the New Marketing?
• Brand Architecture
Brand Equity
• Definitions of Brand Equity
• Measuring Brand Value
Building a Winning Brand
• Positioning Fundamentals
• Brand Promise and Organizational Alignment
• Strength through Simplicity
The Brand and the Customer
• Customer Loyalty
• Customer Segments: The Core and the Followers
• Monitoring Brand Health: Focus Groups and Surveys
The Challenges of Branding
• Cash, Consistency and Clutter: Breaking through the Bombardment
Designing Brand Identity
• Brand Identity and Branding Signals
• Perception
• Name, Logo and More