What you will learn
- Evaluate how customers perceive your brand
- Improve the long-term health, customer loyalty and profitability of your brand
- Identify and capitalize on brand extension opportunities
- Revitalize neglected or under-performing brands
- Prolong the life cycle of well-performing or premier brands
- Devise specific recommendations to strengthen your brand
Program 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
Your instructor
Dr. Tim Silk
Faculty
Tim teaches brand management, new product development and consumer behaviour at the Sauder School of Business. A leading expert in pricing and promotion-related consumer behaviour, he has consulted for major organizations including Bell Canada, Best Buy and Visa. He has also helped shape consumer-friendly policies for the Canadian and US governments. Formerly he was a marketing manager for a soft-drink company and an advertising account executive.
Upcoming sessions
Note: participants in this program may qualify for up to $10,000 in funding through the Canada BC Job Grant program. Find out if you qualify.
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Contact a learning advisor for more details.
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Get in touch
604.822.8400 or 1.800.618.3932
exec.ed@sauder.ubc.caVisit our contact page for more information.
Stay in touch
Stay in touch
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