The seminar will open by discussing the nature of brands, the concept of the brand as a promise and mechanisms to encourage a coherent brand strategy. Some of the drivers of brand emotion will be explored, along with techniques to ensure effective brand differentiation. Participants will be exposed to the diverse interpretations managers have of the brand concept. A typology of added values will be described. A significant amount of time will be devoted to a strategic framework which enables the development of a coherent brand and each stage of this framework will be explored in depth. The material covered is relevant to product and service based offerings in consumer or business to business markets.
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