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News & Events
Brand Equity Management
Tuesday, October 07, 2008, Istanbul, Turkey
Brand Management: A Strategic Approach
Program Overview:
More and more companies in many different industries are realizing the need to focus on "brand-building". A strong brand is often the "tie-breaker" when product, service and price are near parity. Strong brands have been shown conclusively to build share and margins. More and more industries — financial services, utilities, healthcare, high-tech — realize that brand-building is not just for the consumer goods industry anymore.
Unfortunately there are a lot of myths about how to build brands, and a lot of money and effort wasted in the process. This course teaches you how to avoid these mistakes by giving you a more complete understanding of what brand-building really involves. It uses a strategic perspective that will help you focus your brand-building efforts for maximum impact, and demonstrates how various tactical tools can be used to implement a brand-building strategy.
The first part of the seminar is designed to give managers a deeper understanding of what brand building really involves. We’ll start with the question “What is “strong” brand equity, and when is it more important?” and then look at many successful cases from around the world. From these cases, in the second part, we’ll derive a “road-map” and best practices that can be applied to your company. Third, we’ll look at how to cleverly “leverage” your existing brand assets, through brand extensions that work, and a carefully-planned “brand architecture.” Finally, we’ll look at systems for measuring brand equity, and get into implementation issues.
Key Benefits of attending “Brand Equity Management: A Strategic Approach”
- Discover how to develop a road map for a complete brand-building program
- Understand why brand-building involves more than simply raising awareness levels of your brand
- Learn how to create a brand that is strategically designed to leverage your firm’s competitive strengths and address the needs of targeted customer segments
- Determine how to earn the emotional loyalty of your targeted customers
- Enhance your branding perspective through an in-depth overview of branding successes and failures from a wide range of industries including financial services, high tech, healthcare, automotive, and consumer goods
- Acquire the knowledge to maximize your return on investment through creative brand extension strategies
- Focus on designing an intelligent brand architecture that will allow you to build and manage a portfolio of brands, including your corporate brand
- Learn how to evaluate the payback from your brand-building investments via alternative brand valuation methods
- Discover how to monitor the health and vitality of your brand, and how to revitalize the brand over time
Who the Program is for:
Marketing vice presidents, general managers, product managers, brand and category managers, marketing communications managers, and marketing consultants will benefit from the skills and strategies presented in this program.
Program Faculty:
Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan, where he has taught courses on Brand Equity Management, Advertising Management, Database Marketing Research, and Sales Promotion. Professor Batra has been at Michigan since 1989. He was previously on the faculty of the Columbia University Business School in New York. He received his Ph.D. in Marketing from the Stanford Business School (1984) and has an M.S. in Advertising from the University of Illinois (1980), and a Post-Graduate Diploma in Management from the Indian Institute of Management, Ahmedabad (1977).
His research interests cover the creation and management of brand equity; the improvement of marketing communications productivity; emotional advertising; advertising repetition and budgeting, global branding, and marketing in emerging economies. He has published over 45 articles on these topics in leading academic journals or books, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and others. He is also the co-author or co-editor of 5 books, including the widely used textbook Advertising Management, now in its fifth edition. He is on the Editorial Boards of the Journal of Consumer Psychology, the International Journal for Research in Marketing, Journal of Advertising Research, Journal of Interactive Marketing, and others.
Prior to beginning his academic career Professor Batra was a Brand Manager in India with Chesebrough-Pond’s. He has had teaching, consulting or research relationships on advertising and direct marketing issues with various advertising and marketing firms.
For more information, please contact Sharolyn Arnett at wdi_ee@umich.edu
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