|
 

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: Tuesday, September 9, 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

Content Marketing

New York, NY

Elevating Your Creative

New York, NY

The Art and Science of Brand Building

New York, NY

Marketing Plan in a Day

New York, NY

Marketing To The New Majority

Plano, TX

Big Data for Marketers

New York, NY

How To Optimize Your Agency Partner Relationships

New York, NY

Media Strategy

New York, NY

Effective Writing For Any Platform

Celebration, FL

Integrated Marketing Communications

Orlando, FL

See all classes

$6,000 Training Credit

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

Read more >

Upcoming Classes

Content Marketing

New York, NY

Elevating Your Creative

New York, NY

The Art and Science of Brand Building

New York, NY

Marketing Plan in a Day

New York, NY

Marketing To The New Majority

Plano, TX

Big Data for Marketers

New York, NY

How To Optimize Your Agency Partner Relationships

New York, NY

Media Strategy

New York, NY

Effective Writing For Any Platform

Celebration, FL

Integrated Marketing Communications

Orlando, FL

See full schedule

Webinars

Social Media's Murky Legal Waters

Webinar 

5 Keys To Activating Your Employees As Brand Advocates

Webinar 

Reaching Consumers on the Path To Purchase Thru Neuroscience

Webinar 

Seven Lessons To Becoming a Leading Brand

Webinar 

Insights To Interpreting Social Data

Webinar 

See full schedule