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[one_third]One of a firm’s most valuable assets is the brand or brands that it has invested in and developed over time. Unfortunately, the current economic environment with its intense competitive pressures and increasingly empowered consumers puts more pressure than ever on firms to skillfully manage their existing brands and leverage these assets to create successful new marketing opportunities.[/one_third]

[one_third]Unquestionably, branding has become more complex in recent years. The straight-forward, well-honed marketing techniques of previous decades are no longer effective. Without question, a whole set of forces have appeared in that call for new marketing and business practices. Marketers now must do many things with their brands, and do them right.[one_third_last]

 

The rules of the game are changing dramatically in branding. Companies need fresh thinking about how to operate and compete given a new marketing environment and the realities of tough economic conditions. Companies that don’t make proper adjustments will find their brands left behind.

Branding is a critical ingredient to creating company success. Yet, many companies suffer from ill-conceived and poorly executed branding programs, leaving money on the table in the process. Marketers in the 21st century are recognizing the need to have a more complete, cohesive approach to branding that goes beyond traditional applications.
Building Powerful, Profitable Brands in Tough Economic Conditions provides a comprehensive, integrated, in-depth examination of the state of branding today and what is working and what is not.  In this one-day executive program, famed marketing professor Kevin Lane Keller provides the latest and most detailed thinking and practical insights on the art and science of branding. The program focuses on improving the profitability of your branding strategies by providing specific guidelines for developing, measuring and managing brand equity in today’s tough economic conditions.

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[tab title=”BENEFITS”]Building Powerful, Profitable Brands in Tough Economic Conditions is designed for anyone interested in marketing and branding – brand managers, marketing managers, new products development managers, marketing research managers, and customer service managers. The program’s perspective is relevant to a wide range of industries – including consumer products, business-to-business, high-tech, retail and services – and businesses large and small. Intact marketing teams are encouraged. Coming with colleagues creates a common marketing language and toolkit to help the team maximize the company’s branding efforts.

Benefits

In this one-day executive program, you will learn about:

  • Establishing strong competitive brand positions
  • Creating intense, active brand relationships with customers
  • Integrating marketing programs and activities
  • Aligning internal and external marketing activities
  • Maximizing ROI of marketing investments in brands
  • Leveraging brand equity across categories & markets
  • Designing and implementing brand strategies
  • Implementing holistic branding practices

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Kevin Lane Keller

[image_frame style=”framed” align=”left”]https://www.vigorevents.com/wp-content/uploads/2012/09/kevin.jpg[/image_frame]is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. An international pioneer in the study of strategic brand management and marketing strategy, Keller’s impressive academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and University of North Carolina. Through the years, he has served as brand confidant to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, Procter & Gamble, Samsung, and Starbucks. From his vantage point as one of the world’s leading academic thinkers and top industry consultants in marketing, Professor Keller provides best practice, leading-edge strategic guidelines and tactical insights to help create strong brands in a fast-moving, highly-competitive economy. His textbook, Strategic Brand Management, in its 3rd edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He has also become the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management, now in its 13th edition.

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[fancy_header3 variation=”red” textColor=”#000000″]Session A – Understanding 21st Century Brand Management[/fancy_header3]

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  • The importance of brands and branding
  • New brand imperatives
  • Lessons from the world’s strongest brands
  • Deadly sins of brand management

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[fancy_header3 variation=”red” textColor=”#000000″]Session B – Brand Planning[/fancy_header3]

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  • Brand positioning model: how to establish competitive advantages
  • Brand resonance model: how to create intense, activity loyalty relationships with customers
  • Brand value chain model: how to trace the value creation process to better understand the financial impact of marketing expenditures and investments.

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[fancy_header3 variation=”red” textColor=”#000000″]Session C – Building Strong Brands[/fancy_header3]

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  • Choosing brand elements
  • Developing integrated channel and communication strategies
  • Maximizing new media opportunities

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[fancy_header3 variation=”red” textColor=”#000000″]Session D – Measuring Brand Equity[/fancy_header3]

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  • How to track brand health
  • How to design and implement a brand equity measurement system

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[fancy_header3 variation=”red” textColor=”#000000″]Session E – Brand Growth Strategies[/fancy_header3]

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  • Developing brand architecture
  • Launching brand extensions
  • Managing brands across market segments
  • Managing brands over time

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[fancy_header3 variation=”red” textColor=”#000000″]Session F – Putting It All Together[/fancy_header3]

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  • Holistic brand management
  • Implementation issues in tough economies
  • Assembling a marketing toolkit

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[fancy_header3 variation=”red” textColor=”#000000″]Wrap Up and Close[/fancy_header3]

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