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The Art and Science of Brand Building (HALF DAY, ONE DAY, TWO DAY)

While Brand equity is an intangible asset, it is the single largest component of your market capitalization. Brand equity is the added value that a brand brings to a product or service beyond the functional benefits provided by the product itself. Consumers love brands because they offer an extra value - that is, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product. Major asset categories are: brand name awareness, brand loyalty, perceived quality, and brand associations. However, many companies have no process or plan for building brand equity.

This workshop is devoted to how branding, properly planned, developed and implemented, can contribute to both a sustainable corporate advantage and an increase in shareholder value. Participants will delve into the fundamental techniques and building blocks that create a powerful and profitable brand. You will learn a process for effective brand building, the rationale behind each step and why each step in the process is crucially important. The course will also explore issues that arise after a brand has been successfully developed and launched, include measuring success, determining brand architecture, developing brand extensions and globalizing a brand. Participants will gain practical experience by working on a relevant case history with their classmates.

And because a strong brand impacts everything from the ability to recruit top talent to opportunity to grow the bottom line, there is little wonder why more and more attention is being paid to measuring and managing brands as assets.

Who is This Course For?

All managers responsible for their firm's marketing, brand or divisional business who are ready to take it to the next level. It's also for those new to managing marketing, including brand managers and assistant brand managers.

Key Takeaways

Scheduled Classes

The Art and Science of Brand Building
Begins: Wednesday, December 10, 2014
New York, NY

On-Site Available

This course is available for onsite delivery. To find out more about how ANA can deliver this course to your business, call us at 212-697-5950 or training@ana.net.

Upcoming Classes

Marketing To The New Majority

Plano, TX

Media Strategy

New York, NY

Integrated Marketing Communications

Plano, TX

How To Optimize Your Agency Partner Relationships

New York, NY

Effective Writing For Any Platform

Celebration, FL

Marketing Matters

New York, NY

Optimizing Your Ad Production Spend: An Integrated Approach

New York, NY

Business Acumen For Marketers

New York, NY

Customer Experience Design

New York, NY

Content Marketing

New York, NY

See all classes

$6,000 Training Credit

ANA Member Companies, as part of their membership are offered one (1) training credit annually. 

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Upcoming Classes

Marketing To The New Majority

Plano, TX

Media Strategy

New York, NY

Integrated Marketing Communications

Plano, TX

How To Optimize Your Agency Partner Relationships

New York, NY

Effective Writing For Any Platform

Celebration, FL

Marketing Matters

New York, NY

Optimizing Your Ad Production Spend: An Integrated Approach

New York, NY

Business Acumen For Marketers

New York, NY

Customer Experience Design

New York, NY

Content Marketing

New York, NY

See full schedule

Webinars

Turning Brand Exposure Into a Purchase

Webinar 

Marketers' 5-Step Guide To Data Privacy in a Big Data World

Webinar 

Reaching Millennials Through TV- What Marketers Need To Know

Webinar 

Engaging Customers Through Instagram

Webinar 

See full schedule