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Message |
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Dear Executive,
For most organisations, their brands are their single most valuable asset. Brand equity typically represents 50-80% of the market value of a company that deals with consumer markets and 10-20% of a company that deals with industrial markets if the brands have been managed well.
While competitors can copy products, services, technology and processes, they should not be able to imitate well-managed brands. Well-managed brands provide long-term marketing and financial success to companies.
This programme presents systematic approaches to developing and implementing successful brand strategies. The contents of the programme are based on what we currently know about brands from research in companies and universities and are illustrated with numerous vivid examples and case histories from practice.
The programme focuses on the application of these concepts and techniques to the brand management issues faced by the participants in the programme. We will consider brand management in many types of industries and we will be happy to discuss any specific branding issues or problems faced by the participants.
I have worked with numerous organisations on developing and implementing their branding strategies. For the past 15 years I have taught branding in the United States, Asia, Europe, Latin America, and Australia.
In 1985 I began teaching and working with managers in China and most recently taught marketing to the Executive MBA students of CEIBS. I believe that you will find that my considerable experience working with many organisations on their most crucial current branding problems and my growing experience in China will provide you with many ideas and approaches that you can apply immediately to increase the value and effectiveness of your brands.
I will look forward to working with you.
Sincerely,
Donald E. Sexton, Ph.D.
Programme Director |
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Description |
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Over this extremely intensive four-day programme, managers will explore the latest ideas in building and managing brands. A variety of teaching techniques are employed, including lectures/discussions, planning exercises, and workshops. The lectures/discussions are designed to provide the participants with a framework for developing brand strategies. During these highly interactive sessions, many current illustrations from a variety of industries, both industrial and consumer, product and service, are used to make the conceptual points vivid and memorable.
During the planning exercises, participants work in teams to analyse specific brand management issues involving markets and customers. Participants often use these approaches to develop their own brand strategies. During workshops, the participants examine specific branding issues based on international case histories. |
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Objective |
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The main objective of the programme is to provide participants with key concepts, skills and techniques that will enable them to manage their brands to maximum value and more effectively and efficiently achieve their business objectives. Participants will thoroughly examine concepts such as the components of brands and brand equity and use those ideas to develop and implement brand strategies for a variety of competitive situations. |
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Participants |
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Anyone who is involved and interested in managing what is probably the single most valuable asset of their organisation ? their brands ? should consider enrolling in this programme. Managers who attend include brand managers, general managers, marketing managers, product or service managers, advertising managers, communications managers, finance managers etc. |
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Benefits |
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Participants will learn:
- The components of a brand and how they can be managed
- The relationship among brand identity, customer value and associations
- The meaning of brand equity and its importance
- How to value and monitor a brand
- The key elements of a brand strategy
- The roles of master brands and subbrands
- How to develop a brand architecture
- Systematic approaches to formulate effective brand strategies
- How to build a brand
- How to extend a brand
- How to transport a brand internationally
- How to rejuvenate a brand
- How to revive a brand
- How to handle a brand crisis
- How to manage a brand over time as competitive conditions change
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Coverage |
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- The changing competitive environment and the importance of brands
- The major components of a brand
- Estimating the financial value of a brand
- Brand identity
- Customer value
- Brand associations
- Levels of branding
- Brand architecture or system
- Targeting markets
- Positioning a brand
- Using marketing programmes to manage a brand
- Building, extending and transporting a brand
- Reinforcing, rejuvenating, and reviving a brand
- Handling a brand crisis
- Managing a brand over time
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Schedule |
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Day 1
- morning
- The brand challenge
- Market forces
- Implications of these forces for brands and brand strategies
- What is a brand?
- What is brand equity?
- The financial value of a brand
- Valuing a brand
- afternoon
- Exploring brands
- Brands and strategic themes
- Components of a brand
- Brand identity
- Customer value
- Associations
- Implications for strategies and tactics
- Planning exercise: Segment identification
Day 2
- morning
- Formulating the brand strategy
- Purpose of the brand strategy
- Levels of branding
- Components of brand strategy
- Steps in strategy formulation
- Brand positioning
- Using marketing programmes such as communications and pricing
- afternoon
- Planning exercise: Brand positioning
- Workshop: Building a brand
- Brand architecture
- Targeting markets
- Brand positioning
- Brand communications
Day 3
- morning
- Managing the brand
- Building
- Extending
- Transporting internationally
- Reinforcing
- Rejuvenating
- Reviving
- Handling crises
- afternoon
- Managing brands over time
- Introduction
- Rapid growth
- Competitive turbulence
- Maturity
- Decline
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Faculty |
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Professor Donald Sexton, Programme Director |
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Venue |
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- Shanghai (CEIBS Campus, 699 Hongfeng Road, Pudong, Shanghai)
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Admissions |
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Applicants can apply for the programme in either form:
Online application: Please visit the CEIBS Executive Education website, select the programme you want to take, and click “Apply Now” to apply for the programme; or
Submit application by fax or mail: Please visit the CEIBS Executive Education website, select the programme you want to take, click “Application Form” to download the form, then fill in the form and send it to the CEIBS Customer Service Team by fax or mail. You are also welcome to call the CEIBS Customer Service Team for a printed Application Form.
Applications are requested 20 working days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on a space-available basis. For more information, please contact our customer service team in Shanghai, Beijing or Shenzhen.
Cancellations or changes of a programme registration may be made without penalty at least 15 working days before the start of the programme. If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. When a request to substitute participant(s) for the same programme is made less than 15 working days before the start of the programme, the seat(s) will not be guaranteed. If an applicant is unable to attend the programme, the applicant may transfer to a different session of the same programme or another CEIBS Executive Education programme within the same calendar year, but must pay any differences in fees between the two programmes. All changes and cancellations are subject to the final confirmation of CEIBS. |
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* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
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