Marketing & Sales

Key Account Management Strategy

Toronto
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Brand Management: From Concept to Equity

Introduction

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