Building & Managing Brands

The most important assets of any business are intangible -its company name; its brands, symbols and slogans, with their underlying associations; its perceived quality; its name awareness; its customer base; and its proprietary resources such as patents, trademarks and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings.

How You Will Benefit 

• gain a broad understanding of the nature of brand equity
• learn how to build, nurture and maintain brands
• recognise that branding is as important for business-to-business and services marketers as to FMCG marketers
• understand the vital role that branding will play in the next millennium - and learn how to turn this to your advantage
• understand the inter-relationships between umbrella/corporate and individual brands, and how to manage these linkages and associations.

Who Should Attend

All those who have responsibility for brands within their own or client organisations. This will include:

• General Managers
• Marketing Directors and Managers
• Brand and Product Managers
• Advertising Agency Account Directors and Executives
• Research company Executives

What You Will Cover

• Provide an understanding of the components that make up brand equity
• Develop guidelines about how to:
  - develop and manage strong brands
  - leverage brands through brand extensions, line extensions and co-branding
  - build and maintain brands on a low budget and without mass media
• Provide an understanding of the strategic role brands play in local and global competition
• Examine the emerging role of brands in an electronic environment

The workshop consists of a mix of lectures, case studies and exercises. The video cases include some of the world's strongest brands and also local brands.