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Dates & Times
Start Date/Time: Tuesday, September 18, 2007 at 8:00am
End Date/Time: Wednesday, September 19, 2007 at 5:00pm
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Venue/Location
Mission Bay Conference Center
1675 Owens Street
San Francisco, CA 94143
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 | $1,695 | |
Course Description
Length: Two-days
For most organizations, their brands are their single most valuable asset. This exciting and highly regarded two-day program presents systematic approaches to developing and implementing successful brand strategies. The contents of the program are based on what we currently know about brands from research in companies and universities. Many concepts and approaches for managing brands are explained and illustrated with numerous vivid examples and case histories from practice. The program focuses on the application of these concepts and techniques to the brand management issues faced by the participants in the program.
At the end of this course, you will understand:
- The components of brands and how they can be managed
- How to use proprietary techniques to develop and evaluate brand positioning
- How to develop powerful strategies for building and managing brands
Who Should Attend
- Product/brand managers
- Marketing/advertising communication directors and managers
- Assistant product and brand managers
- Advertising managers
Key Topics
- Valuing a brand
- Brands and strategic themes
- Components of a brand
- Implications for strategies and tactics
- Purpose of the brand strategy
- Components of brand strategy
- Steps in strategy formulation
- Brand positioning
- Utilizing marketing programs such as communications
Instructor
This course is taught by Don Sexton
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.
Day 1 — 8:00am- 5pm
8 AM Continental Breakfast
8:30 AM Welcome and Introduction
9 AM The Brand Challenge
- Market forces.
- Implications of these forces for brands and brand strategies.
- What is a brand?
- What is brand equity?
- Valuing a brand.
- Brands and strategic themes.
- Components of a brand.
1-3 PM Exploring Brands (continued)
- Customer Value.
- Associations.
- Implications for strategies and tactics.
3-5 PM Case Workshop: Building a Brand (team discussions)
Day 2 — 8:00 am - 5 pm
8:30 AM Case Workshop: Building a
Brand (plenary group discussion)
9 AM Formulating the Brand
Strategy
- Purpose of the brand strategy.
- Levels of branding.
- Brand system or brand architecture.
- Components of brand strategy.
- Steps in strategy formulation.
- Brand positioning.
- Utilizing marketing programs such as communications
3:00 PM Case Workshop
- Case Workshop: Positioning a Brand (team discussions)
- Case Workshop: Positioning a Brand (plenary group discussion)
- Building.
- Extending.
- Reinforcing.
- Rejuvenating.
- Reviving.
- Handling Crises.
Class Instructors
Donald E. Sexton, Ph.d.
Professor Graduate School of Business
Columbia University
For over 30 years, Don Sexton has been a professor at the Columbia Business School and has earned the school's Distinguished Teaching Award. He has served as faculty director for all of Columbia's public programs in the areas of International Strategy and Marketing Management. A frequent speaker on marketing, branding international business issues, Sexton consults for numerous Fortune 500 companies, including General Electric, Pfizer, IBM, Kellogg's, Brown- Forman, Citibank, AIG, DuPont, Intuit, McGraw Hill, Kodak, Miller Brewing, and Motorola.
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