Printable PDF Version

In 2 days, learn how to successfully manage the 3 critical brand equity issues: (1) brand equity value, (2) brand evolution, and (3) brand design. At the same time, learn how to correctly measure attainment of such success for each of the 3 issues.

This seminar is based on materials from 3 separate sources each dealing with the 3 brand equity issues. Managing brand equity value draws on Prof. David Aaker's classic book on this subject, Managing brand evolution uses the materials from the pioneering work of Prof. Greg Carpenter and the materials for managing the brand design issue (how to verbally and visually express the brand equity) come from the creative work of Prof. Bobby Calder. Dr. Ned Roberto developed most of the performance metrics used for each of the 3 brand equity management models.

Key benefits for participants
Each participant will learn:

• how to think of brand equity in its 3-dimensional character and not only unidimensionally
• how to systematically raise the company's brand equity value and sustain that value
• how to evolve the brand equity according to the market's changing priority product values
• how to verbally and visually express the company's brand equity for a continuing reinforcement and exclusive ownership of it
• how to choose from among the many available ones, the more practical metrics to use in assessing attainment of each of the 3 brand equity goals

Key benefits for companies
The company will gain:

• information on the growing or diminishing financial value and distinctive consumer meaningfulness of its brand equity
• continuing resonance of its brand equity with market priorities
• versatility in proactively guarding against the risk of brand equity erosion, while taking advantage of opportunities for brand equity strengthening

Program Concept
The basic premise of this course looks at brand equity this way: Yes, brand equity is forever provided that you seriously and continually attend to each of its 3 dimensions and to the sum total of those 3. You cannot sustain your brand equity value if you do not evolve it to continue resonating with your consumers and with the appropriate timeliness. In turn, your brand evolution efforts won't pay off in renewed and raised brand equity value if you do not give to it the appropriate verbal and visual expressions.

How can brand equity last forever when it comes from owning a real estate portion of the consumer's mindscape and heartscape, when we all know that what the mind and the heart have today will change tomorrow? Doesn't this mean that it is the consumer who is forever? So then, is it not brand equity that must follow the consumer when she changes? And if not, then the end for brand equity must be in sight? Is it not true that what you do for growing brand equity value affects what you can do for brand evolution as well as for brand design? So how do you test for incompatibility versus synergy? These are the kind of practical brand equity management and metrication questions that this course answers via examples, case studies and workshop exercises.

 

Program Overview
Specific learning and understanding benefits for the participants :

• How to manage your brand equity in its 3-dimensional character and move away from a unidimensional mindset.
• How to systematically raise the company's brand equity value and sustain that value.
• How to evolve your brand positioning to continue resonating with target consumer needs and changing values.
• How to get consumers to experience your brand equity for your continuing reinforcement and ownership of it.
• How to choose the most practical metrics for assessing attainment of the 3 brand equity goals.

Module 1: How to Building Your Brand Equity

Session 1: Brand valuation

• The 3 brand equity issues: value, evolution, design
• The brand equity concept: practitioners' vs academ's
• The world's 10 most valuable brands
• How Interbrand doese brand valuation

Session 2: Brand equity: measuring and managing

• What 4 drivers/correlates to manage in brand equity
• Perceived quality: measuring and managing
• Brand awareness: measuring, significance and managing
• Brand associations: measuring, case example and managing
• Brand loyalty: 3 models and measures, and managing

Session 3: Branding for brand equity building

• Branding practices: how to generate brand names
• What the right brand name is: recognizability vs meaningfulness
• The 3-Tier strategy for branding: core branding, sub-branding, mark branding
• What mark branding is = corporate branding

Session 4: Brand equity and corporate branding

• Why manage corporate image/branding?
• How manage corporate branding and the L&M corporate imaging model
• Why product branding is consumer-driven while corporate branding is consumer-driven
• Steps in the corporate imaging process

Module 2: How to Evolve Your Brand Positioning

Session 5: Brand evolution: the Volvo case

• As a functional brand
• As an image brand
• As an experiential brand

Session 6: Brand evolution: the Close-Up case

• A different and contrasting case
• Why evolve your brand positioning?

Module 3: How to Design and Express Your Brand Positioning

Session 7: Brand design: the McDonald's case and the Calder model

• Calder's brand design model
• Starter case: McDonald's
• Verbal expressions of the McDonald's brand positioning
• Visual expressions of the McDonald's brand positioning

Session 8 :Brand design: the Lindstrom Model

• What the Lindstrom model prescribes
• His 5-D (= 5 senses) sensory signature: the Starbucks case
• The extendability of the 5-D model: FMCG vs services
• Losing your 5-D sensory signature: the Coca-Cola case

Module 4: How to Integrate for Synergy, Validate and Avoid Incompatibility

Session 9: In brand equity building

• Issue: Are you dealing with brand equity drivers or correlates?
• The research questions for measuring

Session 10: For the brand name's marketing functions

• Meaningfulness testing
• Recognizability testing
• Ownership testing

Session 11:For the brand equity metrics

• The Interbrand model
• Other models: ACNielsen, TNS, Synovate

Session 12 : Testing for brand wear-out and validating the brand design models

• Testing your brand positioning wear-out
• Validating the Calder brand design model
• Validating the Lindstrom brand design model

Case Examples From The Following Product/Service Categories:

• Airlines
• Automobile and Vehicles
• Banks and Financing Services
• Beer and Liquor
• Beverage
• Coffee Shop
• Confectionary
• Chocolate Drink
• Computer
• Fast Food
• Fashion Wear
• Feminine Wash
• Hotels
• Ice Cream
• Milk
• Pharmaceuticals
• Shoe
• Telecom
• Watches

Who should attend:

CEOs, Board Chair and Directors, Brand Managers, Corporate Reputation Officers, PR Directors, Corporate Affairs Directors, Ad Agency Creative Directors, PR Agency Directors, Corporate and Brand Valuation Professionals, Venture Capitalists, Merger & Acquisition Experts

What our past participants said:
“I learned a lot from the seminar. I have a clearer vision now on how I can evaluate my position on a long term, with the help on consumer research. -- Maria Rowena D. Cruz, Senior Brand Manager, Universal Robina Corporation
“It was an accident that I attended this session. I say it was all worth it. Learned as much as I can I am not a mktg person but Dr. Ned have presented it as if a non-marketing person can also be an expert on something. His practical examples make everything clear & fun.” -- Irene Andas, VP- Bancassurance, Grepalife

Recent Participants Include:

• AVP for Brand Mgt & Corp. Communication of Aboitiz Equity Ventures, Inc.
• Corp. Brand and Communications Manager of Bayan Telecommunications, Inc.
• Brand Manager of Monde Nissin Corp.
• Brand Manager of Nissin - Universal Robina Corporation
• Assistant Manager of United Laboratories, Inc.
• Sect. Head -Warehouse & Distribution of United Pulp & Paper Co., Inc.
• Senior Brand Manager of Universal Robina Corp.
• Brand Administrative Officer of Aboitiz Equity Ventures, Inc.
• Bancassurance Sales Support Head of Grepalife
• Brand Manager of Monde Nissin Corp.
• Marketing Officer of Solid Cement Corp. - Cemex Phils.
• Corporate Affairs Officer of United Laboratories, Inc.
• Marketing Officer of United Pulp & Paper Co., Inc.

Get Program Schedules