Building and Managing Brands

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 

Upcoming Class Schedule