Building Brand Power

Powerful brands exhibit increased customer loyalty and higher profitability. This course provides a systematic approach for developing and maintaining effective brands. The concepts explored apply to all types of brands and to businesses both large and small: consumer goods, services, B2B brands, government social marketing programs, etc.

This course qualifies towards the following certificate(s):

  • Sales Leadership
  • Executive Development
  • Marketing Management


Attending this course will enable you to:

  • understand how customers attach meaning to brands
  • evaluate how customers perceive your brand
  • improve the long-term health and profitability of your brand
  • increase customer loyalty to your brand
  • identify and capitalize on brand extension opportunities
  • revitalize neglected or underperforming brands
  • prolong the life cycle of well performing or premier brands
  • devise specific recommendations to strengthen your brand

Course Content

  • How brands influence perceptions, preference and choice
  • Measuring and interpreting brand meaning
  • Evaluating and enhancing brand health
  • Assessing brand profitability
  • Analyzing competing brands and identifying opportunities
  • Creating positioning statements for new and existing brands
  • Strategies for building new brands
  • Strategies for defending premier brands
  • Strategies for revitalizing neglected brands

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