Valuable Tips to manage your Valuable Asset
A brand is a distinguishing name and/or symbol intended to identify the goods or services of either one seller or a group of sellers, and to differentiate these from those of competitors. Accordingly, a brand is able to establish a company’s competitive advantage. Brand strategists aspire to create and maintain a set of associations representing what the brand stands for. Therefore, brand identity helps in establishing a relationship between the brand and the customer by promising to deliver both functional and emotional benefits. If such a relationship is successfully built and maintained, it can guarantee a loyal customer base and a steady flow of profit.
In the second half of the 1980s, a heightened interest could be observed in the marketing and management of brands. This increase in attention can mainly be attributed to the fact that brands positively valued by consumers are of an enormous value to companies. The goal of this seminar is not only to give insight into what a successful brand can mean for your company, but also to give your managers a better feeling of how to develop, manage and protect brands adequately.
This seminar will allow participants to gain insight into the following:
WHO SHOULD ATTEND
People whose responsibilities include: management of markets/products/brands and product lines, communication managers, new product development, distribution and sales, pricing, customer support, strategic planning, and corporate/financial operations.
DAY 1: Fundamentals of Branding
DAY 2: Contributions towards building brand equity
DAY 3: Leveraging and Managing Brand Equity and Brand Portfolios
DAY 4: Measurement – Accountability and Return on Investment