Takeaways

• Understand how customers attach meaning to brands
• Evaluate how customers perceive your brand
• Improve the long-term health and profitability of your brand
• Increase customer loyalty to your brand
• Identify and capitalize on brand extension opportunities 
• Revitalize neglected or underperforming brands
• Prolong the life cycle of well performing or premier brands
• Devise specific recommendations to strengthen your brand

Course Content

• How brands influence perceptions, preference and choice
• Measuring and interpreting brand meaning
• Evaluating and enhancing brand health
• Assessing brand profitability
• Analyzing competing brands and identifying opportunities
• Creating positioning statements for new and existing brands 
• Strategies for building new brands
• Strategies for defending premier brands
• Strategies for revitalizing neglected brands

"I found this course extremely relevant to building brand strength and was very impressed with the instructor. The topics were applicable to all industries and I definitely walked away with some new tools to help improve our company's brand. I would strongly recommend this course to any marketing professional."
Robyn Plenert
Senior Marketing & Brand Specialist
Transportation Investment Corporation (TReO)

"Our instructor had a wealth of practical and academic experience, which gave him the ability to make the course material relevant and practical for every participant. As a result, this was an excellent 2-day seminar."
Sara Cooke
Director of Communications
ToursByLocals.com

"The instruction style and level of interaction were great. The examples made valuable lessons hit home, and makes it easier for me to transfer the learning to my business."
Heather McAlpine
Marketing Specialist
AMEC

"This was an excellent course with a lively, informative and interesting instructor. The content will prove effective with my clients, and I look forward to applying it back at work."
Nigel Fearon
Account Manager
Kellett Communications

“This program gave me the essential theories and best practices of building brand power and marketing. The ground rules and interesting cases on market positioning and pricing were particularly impressive.”