Driving Profits and Growth through Strategic Brand Management
Successful brand management integrates an understanding of customers with the actions of the organization to build long-term opportunities for profitability and growth. It is based on a research-driven, psychologically sophisticated portrait of the brand in the minds and hearts of customer. What does the brand mean to customers – what do they think about it and how do they feel about it - and how does this meaning affect choices and behavior? How do these thoughts and feelings develop and change over time through customer experiences and how does the firm shape these experiences in an environment characterized by changing forms of firm-to-consumer and consumer-to-consumer communication? What metrics are best suited to capturing this brand meaning and its influence on firm performance and what are the implications of the brand for operations, people practices, behavior, and culture? Our aim in this program is to link cutting edge conceptual frameworks for understanding the nature and effect of brands in the minds of customers to practical actions on the part of the organization.
Dates and Fees:
Feb 24 - Feb 28 2014 $9,100.00
Jun 23 - Jun 27 2014 $9,100.00
Sep 22 - Sep 26 2014 $9,100.00
During the seminar, you will learn to:
-Understand the nature, meaning, and effect of brands in the minds of customers and how this customer-based brand equity can influence choice, evaluations, and behavior.
-Learn the drivers of brand equity including those under direct control of the organization and those arising from secondary sources, including social media, and how the latter might be influenced.
-Connect brand management to marketing strategy.
-Explore the enriched power of the brand in developing customer-brand identities and customer-brand relationships.
-Develop alternative brand architecture approaches, levels of branding, and brand extensions and explore the tradeoffs involved in different methods.
-Understand how brands relate to customer experiences and how to align the desired external impact of the brand with the structure, metrics, and rewards internal to the organization.
-Recognize and elaborate the leadership potential in the marketing function – and the marketing executive – for the well-being of the entire organization.
-Master brand valuation techniques and explore the relationship between brand management and financial performance of the organization.
Who Should Attend
This program is intended for executives and managers with responsibility within their organizations for branding, marketing, and communications programs, as well as managers with responsibility for customer-service and other customer touch points. The topics and discussions are relevant to a broad array of industries and organizations, including large and small firms, traditional manufacturing firms and high technology organizations.