Introduction
For most organizations, their brands are their single most valuable asset. Typically brand equity represents 50 to 70% of the market value of a company that deals with consumer markets and 10 to 20% of a company that deals with industrial markets.

While competitors can copy products, services, technology, and processes, they should not be able to imitate well-managed brands. Well-managed brands provide long-run marketing and financial success to companies.

This program presents systematic approaches to developing and implementing successful brand strategies. The contents of the program are based on what we currently know about brands from research in companies and universities and are illustrated with numerous vivid examples and case histories from practice.

The program focuses on the application of these concepts and techniques to the brand management issues faced by the participants in the program.

Learning Objectives
In this two-day seminar, participants will:

• Explore the components of brands and how they can be managed.
• Examine the meaning of brand equity and its importance.
• Consider the key elements of a brand strategy.
• Develop systematic approaches to formulating effective brand strategies.
• Review specific brand problems and how to deal with them.
• Apply these concepts and techniques to specific products and services, and to current competitive situations.

Who can benefit

• Business managers.
• Product or service managers.
• Marketing managers.
• Brand managers.
• Marketing communications managers.
• Finance managers involved with marketing decisions.

Teaching Methodology
A variety of teaching techniques are employed, including lecture/discussions, workshop sessions, and case discussions.

The lecture/discussions are designed to provide the participants with a framework for developing brand strategies. During these highly interactive sessions, many current illustrations from a variety of industries, both industrial and consumer, product and service, are used to make the conceptual points vivid and memorable.

During workshop sessions, participants work in teams to apply proprietary techniques to specific brand management issues involving markets and customers. Participants often use these techniques to develop their own brand strategies.

Case discussions engage the participants in examination of specific branding issues. These are one- or two- page cases that are focused on a particular issue such as reinforcing or defending a brand. These short cases are designed to develop vigorous discussions of key points regarding brand management.