For most organizations, their brands are their single most valuable asset. Typically brand equity represents 60 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. Well-managed brands provide long-run marketing and financial success to companies.

      This two-day 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.

During the program, participants:

• 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.
  
  
• Discuss specific brand problems and how to deal with them.
  
  
• Apply these concepts and techniques to specific products and services, and to current competitive situations.

Day 1

AM

Welcome and Introduction. The Brand Challenge. Market Forces. Implications of These Forces for Brands and Brand Strategies. What Is a Brand? What Is Brand Equity? Valuing a Brand.

	PM	Exploring Brands. Brands and Strategic Themes. Components of a Brand. Customer Value. Associations. Implications for Strategies and Tactics.
	PM	Workshop Exercise: Targeting Markets.
Day 2	AM	Formulating the Brand Strategy. Purpose of the Brand Strategy. Levels of Branding. Components of Brand Strategy. Steps in Brand Strategy Formulation.