The most important assets of any business are intangible -its company name; its brands, symbols and slogans, with their underlying associations; its perceived quality; its name awareness; its customer base; and its proprietary resources such as patents, trademarks and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings.
How you will benefit
- Ensure 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
Who should attend
All those who have responsibility for brands within their own or client organisations. This will include:
- General Managers
- Marketing Directors and Managers
- Brand and Product Managers
- Advertising Agency Account Directors and Executives
- Research company Executives
What you will cover
Module 1: Definitions and Concepts
- What Can be Branded?
- B2C, B2B and B2B2C
- Brand Concepts
- The Power of Brands
- Is Branding the New Marketing?
Module 2: The Brand and the Customer
- A Matter of Perception
- Brand Associations
- Types of Associations
- Brand Personality
- Crafting the Positioning Statement
Module 3: Building Portfolios
- Brand Growth Strategies
- Flanker/Fighting Brands
- Line Extensions
- Brand Extensions
- Successful Brand Extensions
Module 4: Brand Equity and Brand Value
- Definitions of Brand Equity
- Brand Equity Models
- Measuring Brand Value
Module 5: The Laws of Branding (Al Ries)
Module 6: The Challenges of Branding
- Cash: The Branding Doom Loop
- Consistency: Living-up to the Brand Promise
- Clutter: Breaking Through the Bombardment
Module 7: Designing Brand Identity
- Brand Touch-Points
- Branding Ideals
- Branding Elements
- Name, Logo and More