General Overview

Building a strong brand goes well beyond pretty logos. This program utilizes a strategic framework that reviews the many elements needed to build strong brands, including appropriate identity and awareness, a reputation for high quality and industry leadership, a feeling of trust and confidence, brand imagery and associations that make strategic sense and brand loyalty. It also looks at ways to improve ROI from brand-building, including smart brand extensions and a coherent brand architecture. Whenever possible, connections are made to the participant's own brands and industry through individual and group exercises.

Takeaways

• Develop a road map for a complete brand-building program
• Create a brand designed to leverage your competitive strengths and address the needs of targeted customers
• How to "express" your brand vision through integrated, multiple consumer touch-points
• Maximize your return on investment through creative brand extension strategies
• Create a powerful brand architecture