← Back
Although Brands may represent invaluable intangible assets, creating and nurturing a strong Brand possesses considerable challenges. Fortunately, the concept of Brand Equity can provide Executives with valuable perspectives and a common denominator to interpret the potential effects and trade-off of various strategies and tactics of their Brands.
In a practical sense, Brand Equity Master Class is the added value a product accrues as a result of past investment in the marketing activity for the Brand. It is the bridge between what happened to the brand in the past and what should happen to it in future.
The Brand Equity Master Class is designed to provide a comprehensive and up-to-date treatment on Brand Equity Management.
EXECUTIVES WILL LEARN
• The role of Brands, the concepts of Brand Equity, and the advantages of creating strong Brands
• The three main ways to build Brand Equity by properly choosing Brand Elements, designing marketing programs and activities, and leveraging secondary associations
• Different approaches to measuring Brand Equity, and how to implement a Brand Equity measurement system
• Alternative Branding Strategies and how to devise Brand Hierarchies and Brand Portfolios.
WHO SHOULD ATTEND?
• Executives interested in increasing both their understanding of Basic Branding principles and their exposure to classic and contemporary Branding Application and case studies
• Managers and analyst concerned with the effects of their day-to-day marketing decisions on Brand Performance.
• Senior Executives concerned with the longer-term prosperity of their Brand Franchises and product or service portfolios
• All marketers interested in new ideas with implications for making strategies and tactics
COURSE CONTENTS
• Planning & Implementing Brand Equity Programmes
• Customer- based Brand Communications to Build Brand equity
• Developing a Brand Equity Measurement and Management System
• Measuring Source of Brand Equity: Capturing Market Performance
• Growing and Sustaining Brand Equity
• Building Global Customer- Based Brand Equity
REGISTRATION/ PAYMENT INFORMATION
Course Fee: N 650,000 per participant.
Payment for nominees must be made in full not later than one week before the Training.
All payments should be made to
Account name: The African Brands Academy
UBA Bank account No. 1023954284
or
Zenith Bank account No. 1310184664
Course fee covers Lecture materials, Lunch, coffee break, Bag and other relevant materials. 10% discount to any organization that nominates three (3) or more participants.
