Brand Equity & Positioning
A company’s brands are amongst its most valuable assets. Do you know how to manage, grow and value these market-based assets? Brand names and images are major elements of competitive positioning – and are often the key to differentiation and sustainable competitive advantage (enhanced cash flows, greater customer loyalty, faster adoption of brand extensions, and more).
Brands are important “strategic assets”. Unfortunately, current accounting practices do not treat brand and customer relationships as “investments”, and tend to marginalise the value of brands. This course will provide important tools and demonstrate how brand and market investments drive shareholder value by enhancing cash flows and reducing risks and vulnerability of business products and services.
Detail
| Date: |
06 Aug 2012 - 07 Aug 2012 |
| Duration: |
2, day(s) 9:00AM - 5:00PM |
| Fee: | $780.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904 |
Fees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
Role of Brands in Marketing Strategy
· How can brands/customers be leveraged to develop sustainable strategic advantage?
· Are marketing and brand development activities investments? ...expenses? Are brands/customers assets?
· What is the role of branding in marketing strategy?
· Branding and the basics of marketing strategy – segmentation and differentiation, brand positioning and repositioning
Building Brand Equity
· Delivering value to customers – building brand equity. Linking customer value creation and brand positioning to business
processes
· Managing brands within product systems and value networks, brand alliances, co-branding and leveraging partner equity
· Branding commodities and ingredients/components
· Branding and product line management: family or individual brands?
· Brand and market extensions
· Brands (and customers) as market-based assets
Leveraging and Managing Brand Equity and Brand Portfolios
· Managing brands for market performance in competitive retail environments, brand vs. channel equity
· Fighting price competition, distributor brands and white boxes
· Role of brands in managing trade partners and competitors
· Growing brand value through:
- Brand and market extensions
- Managing brand name changes (brand transition)
- Co-branding and joint promotions
- Ingredient branding
- Managing brand portfolios and brand consolidation
Financial Assessment of Value Creating Branding and Marketing Initiatives
· The value of corporate and brand reputations
· Methods for measuring brand value (e.g., Interbrand, EVA, Shareholder Value)
· Valuation of intangibles – Brands, IP
· Justifying investments in brands and marketing
· Managing brands and customers as assets
· Driving shareholder value via market-based assets
· Impact of brands on:
- Enhancing cash flows
- Accelerating cash flows
- Reducing vulnerability and volatility of cash flows
Facilitators
Dr Donald Tan is an independent marketing & management consultant and currently sits on the advisory panels for Gerson Lehman,
Primary Global Research and the Society of Industry Leaders. Previously, Tan held senior and management positions in the hi-tech
industry for several MNCs, with responsibilities over Asia Pacific.
He holds a doctorate in Marketing from the University of Western Australia. Tan also received his Master in Management Research
and Bachelor of Business Administration (1
st
Class Honors) on company sponsorship and scholarship respectively.
Donald commenced his career as a Marketing consultant for the Asia Pacific region and subsequently joined several multinationals
companies including Siemens to look after sales, marketing and communication in Asia. Tan’s key experiences include sales and
marketing planning, strategy formulation, brand building, corporate & marketing communication, trade shows and seminars and media
& public relations.
During his tenure, Tan has received many awards and accolades for his contribution in the field of marketing and communications.
Tan was the recipient of several coveted honors including “Outstanding Achievement in Marketing” by the American Marketing
Association, “Most Creative Award” by Siemens, “Asia Pacific Vice-President Award” by Tellabs and “All American Scholar Award” by
United States Achievement Academy
Objectives
This course will enable participants to answer the following questions for their business:
· Why are brands (market-based) assets?
· How should one build and leverage brands to enhance profitability?
· How should companies manage brand portfolios?
· How can one measure and communicate the financial value created by branding and customer management activities? What is
the impact of brands in terms of important metrics like ROI, EVA and shareholder value?