Introduction

The most important assets of any business are intangible -its company name; its brands, symbols and slogans, with their underlying associations; its perceived quality; its name awareness; its customer base; and its proprietary resources such as patents, trademarks and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings.

How you will benefit

• Ensure their organization, product or service succeed through careful attention to brand imperatives.
• Build a fully aligned, brand-focused operation.
• Measure brand equity, track it and maximize it.
• Avoid the dangers and pitfalls of ignoring the laws of branding

Who should attend

All those who have responsibility for brands within their own or client organisations. This will include:

• General Managers
• Marketing Directors and Managers
• Brand and Product Managers
• Advertising Agency Account Directors and Executives
• Research company Executives

What you will cover