Effective Brand Management

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Effective Brand Management

Program Objectives:
By the end of the program, participants will be able to:

Ensure their organization, product or service succeed through careful attention to brand imperatives.
Craft a powerful brand positioning statement that reflects the brand promise and the expectations of their most valued customers.
Build a fully aligned, brand-focused operation.
Measure brand equity, track it and maximize it.
Avoid the dangers and pitfalls of ignoring the laws of branding.

This program is designed for:

All those involved in decisions and actions impacting the health of the brand. It is of direct interest to marketing, product and brand managers and supervisors. The concepts introduced are also of key importance to those managers who chart the overall strategic and operational policies of the company. This program is worth 25 NASBA CPEs.

Fees in US$:

Per participant $3,800
Frequent nomination $3,420
(including coffee breaks and a buffet lunch daily)

Discount Plans, Refunds & Cancellations Policy

Locations & Dates:

29 Apr - 03 May 2012
Dubai, English

28 Oct - 01 Nov 2012
Dubai, English

Meirc reserves the right to alter dates, content, venue and trainer with a reasonable notice time.

One extra free place for every 2 paid nominees

Delivery Type: Group-Live

Pre-requisites: None

Related Programs:

Program Outline

Definitions and Concepts

Everything can be Branded
Branding: From Business to Consumer to Business to Business
General Brand Concepts
The Power of Brands
Branding as the New Marketing

The Brand and the Customer

A Matter of Perception
Identifying Brand Associations
Types of Associations
Using Brand Associations to Create Value
Understanding Brand Personality
Crafting the Positioning Statement
The Brand Promise
The 7 Ps of Branding

Brand Equity and Brand Value

Definitions of Brand Equity
Brand Equity Models
Measuring Brand Value
An Element of Subjectivity

Building Brand Portfolios

Branding Philosophies:
- The Branded House
- Sub-brands
- Endorsed Brands
- The House of Brands
Brand Growth Strategies
- Flanker/Fighting Brands
- Line Extensions
- Brand Extensions
Successful Brand Extensions

An Overriding Principle

Simplicity and the Laws of Branding

The Challenges of Branding

Cash: The Branding Doom Loop
Consistency: Living-up to the Brand Promise
Clutter: Breaking through the Bombardment

Designing Brand Identity

Brand Touch-Points
Branding Ideals
Branding Elements
Name, Logo and More

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