Managing Brand Equity
Continued pressure on delivering short term results is increasingly leading to compromising the longer term sustainable success factors of brands. The instrumental benefits between the products are disappearing, and the consumer loyalty (to brands) is eroding. Despite short term pressures, the brands need to build and deepen a meaningful “connection” with their consumers. It is more critical than ever to understand strengths of your brand and how to build a sustainable advantage on these strengths to ensure business growth, on both short and long term. Short term sales targets and long term business development are not mutually exclusive. They must support each other.
Who is it for?
- Persons/teams responsible for managing brands, their development, communications, new product development/line extensions, struggling to manage the conflict between long term brand development and short term sales objectives.
- Companies with brands which are at the risk of losing their appeal to their consumers, are showing signs of aging, are over whelmed by the competition & facing difficulties in growth.
Benefits
- Deeper/enhanced understanding of brand’s strengths and weaknesses in competitive context.
- Re-assessing and revitalizing the brand.
- Help short term tactical activities to contribute to longer term objectives.
- Consolidate consumer communications to improve impact.
Module Examples
The following list of titles are samples that could be brought together in a custom programme of learning:
- Introduction & Objective Setting
- What is brand equity
- Defining & agreeing the equity of your brand
- Mapping your brand against the competitors
- Brand equity as your sustainable relevant differentiator
- Translating your brand equity into powerful communication
- Ensuring to root all brand activities into your brand’s equity
- Keeping your brand equity up to date, always relevant to aspirations of the consumers of today and tomorrow.
