Brand Equity Management Seminar 2020
EVENT #: 67286
'The marketing battle will be a battle of brands, competition for brand dominance ..' - Larry Light, Journal of Advertising Research
Markets recognize 'brands' as the company's most valuable assets. As brands enter the market, it is critical to develop, strengthen, defend and manage their brand equity through time.
The power of brand names comes into play in the market. The only way to own markets is to own market-dominant brands. Thus, brand-name awareness is pivotal in building a business for growth expansion and success.
Brand equity is one of the hottest topics in marketing management today. Recent marketing studies point to the fact that there is a need to grow, enhance and protect brand equity if the business has to be sustainable.
Brand equity is a set of tangible and intangible assets that identifies and differentiates the brand value from the competition. Marketers need to understand how brand equity works in their brand-building programs and strategies.
This seminar is focused on 'brand equity management' - its immersion, conceptual framework, applications, metrics, and wrap-around.
Key Seminar Topics
1. Brand Equity Framework
1.1 Brand value
1.2 Brand naming
1.3 Icon and symbols
2. Strategies in Maximizing Brand Equity
2.1 Integrated Marketing and Communication
2.2 Leveraging, Alliances and Causes
3. Metrics and Valuation
4. Volunteer Individual Brand Application
Who Should Attend
CMOs, Brand Marketers, Category Managers, Marketing Consultants, Solopreneurs, Network Marketers, Advertising Managers, Digital Marketers, Bloggers, E-Commerce Entrepreneurs, Start-ups, Marketing Service Providers, Owners of SMEs, Academe, those involved in marketing and who want to establish relationships and network with fellow marketers.
The Resource Speaker and Expert
Prof. Jose G. Miranda
Former Associate Professor
Asian Institute of Management (AIM)