in the Brand Management program, you will

• 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
• 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
• Learn how to evaluate the payback from your brand-building investments via alternative brand valuation methods

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. The Brand Management 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 it is 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.

Who Should Attend Brand Management-Hong Kong

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 the Brand Management program.

When do Branding Investments Pay Back More, and Why?

• The Role of Brand-building in Marketing
• Why Brand Equity is More Important in Today's Competitive Environment?
• What are the Different Ways in Which It Can Pay Off?
• When is It More Important and When Should You Invest (Or Not) in Branding?

What Does it Take to Build a "Strong Brand"?

• How do You Build a "Strong Brand": A Roadmap
• Lessons from Global Brand Research
• Brand-Building Models and Cases
• Exercise: What are Your Brand's Brand-Building Needs Today?

What Should Your Brand "Mean," and Why?

• Brand-Building Strategy: Deciding What Your Brand Should Stand For
• Segmenting a Market for Brand-Building Purposes
• Exercise: Applying Brand Strategy to Your Own Brand

Building Awareness and Identity

• How to Building Brand Awareness using Advertising, PR and Other Means
• Creating a Targeted Brand Identity
• Logos, Look-and-Feel, Design, and Other Tools

Building a Reputation for Quality and Leadership

• Understanding, Creating and Communicating High Brand Quality
• Signalling Brand Leadership
• Building Trust and Confidence in your Brand

Tactics for Building Targeted Brand Associations

• Creating Targeted Brand Associations
• Brandbuilding for Service Businesses
• Building Brand Loyalty Through CRM and Other Ways

Applications and Cases

• Business-to-Business Brandbuilding
• Exercise: Brand-Building Tactics for your Brand
• Brand Implementation and Internal (Employee) Branding
• Brand Revitalization

Leveraging Your Brand for Greater ROI

• Brand Extensions: How to plan for Success
• Brand Architecture
• Brand Valuation Methods

The program fee includes tuition, books, instructional materials, and coffee breaks. Fee is payable in advance in US dollars and is subject to change. See our Cancellation, Transfer and Substitution Policy

Asia Pacific Regional Office
Suite 1606-07
MassMutual Tower
38 Gloucester Road, Wanchai, Hong Kong
Tel: 852.2509.9088
Fax: 852.2509.9228
Email: Executive Education, Hong Kong