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.
- How to generate a disciplined process that guides nurturing long-term brand health.
- How and why creating a clear shared brand vision is important - then how to turn that vision into a brand equity plan guided with metrics.
- Learn how to create a long-term brand equity development plan including the elements and specific activities aimed at delivering brand equity goals.
- Be able to identify sources of brand equity.
- Utilize brand associations to manage brand identity.
- Identify how direct and indirect distribution channels can influence brand equity.
- Select promotional options that can impact brand equity.
- Use appropriate marketing mix components to build brand equity.
- Identify the stages for developing brand equity.