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Executive Education- Marketing & Sales Management
- Building Brand Power
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
Takeaways
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
