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BRAND EQUITY COURSE This course runs every Tuesday & Thursday (6:00 to 9:00 P.M.) from June 8 up to July 27, 2010 at the RCBC Plaza in Ayala Avenue, Makati City Brand Equity is the second module of the Marketing Communications Management Series of Seminars, being offered by the De La Salle Graduate School of Business in partnership with the Philippine Association of National Advertisers Foundation (PANAF) Introduction • As today’s marketing environment become more and more competitive, the effective life cycle of new products are getting shorter. Even brands that had been in the market for decades can be upstaged by new brand upstarts which may present more meaningful brand proposition for today’s consumers. • The importance of achieving and maintaining strong brand equity cannot be underestimated as it has direct impact of sales revenues and profitability. Brands with higher equity are less vulnerable to competitive marketing efforts and can better withstand marketing crises. Higher equity brands command larger margins, and are able to raise prices without necessarily losing significant volume. They also have greater trade cooperation and increased marketing communication effectiveness. • Recent marketing studies reveal that more and more brands are becoming commodities, and consumers increasingly see price as the only differentiation between brands. Course Benefits This course tackles three crucial issues in brand management as follows: 1) What does it take to build and maintain strong brand equity? 2) How can brand equity be effectively measured? 3) How can the company best capitalize on the strength of its brand equity in expanding its business? Through this course, students will: • Recognize the long term benefits of effectively building and managing brand equity • Gain knowledge and understanding of the marketing tools necessary in managing a portfolio of brand equities • Gain an appreciation of the function of brand management in delivering sustained consumer value and building brand loyalty • Gain understanding on how to effectively harness the brand’s equity in planning and implementing effective brand strategies and programs • Know how to effectively monitor and measure the effects of the various marketing mix elements towards brand equity development Who Should Attend? • This course is intended for marketing and sales personnel as well as marketing support groups who are involved in planning, implementing and monitoring brand strategies and programs. • Knowledge gained in this course will help improve strategic decision making in the areas of marketing, advertising, media, sales promotions, brand activation, public relations and sales management. Course Description • This course gives brand managers, and anyone involved in brand marketing, awareness and understanding of the spectrum of issues confronting brand management. • The course will provide a venue for participants to learn strategies that would help their brand survive and thrive in today’s competitive marketing environment. • By the end of the course, participants will have been exposed to a variety of situations that would hone their management skills and would be of immediate use in their current jobs. • Class sessions will consist of lectures, exercises, case discussions, and a final project that will integrate and apply the key learnings from the course. • Industry practitioners with extensive experience on the subject will be tapped as resource persons. This should help enrich the perspective of classroom discussions. Course Outline 1. The Power of Brands • Introduction to Brands, The Role of Brands, Brands & Corporate Strategy, The Power of the Name, Symbols, Trademarks & Logos, Brand Character, The Aspects of Brand, Brand Relationships, The Facets of Brand Identity, Brand Identity Planning, Brand Character, Brand Image 2. Brand Strategy • Developing Brand Vision, Establishing Brand Vision, Fulfilling Brand Contract, Communicating Brand Position, Measuring Return on Brand Investment, Planning & Implementing Brand Marketing Programs, Creating and Managing Brand Equity, Brand Equity - 6 Dimensions, Elements of Brand Equity, Brand Loyalty, Brand Awareness, Perceived Quality, Brand Associations, Product Life Cycle and Brand Strategy 3. Brand Positioning • Basic Positioning Concepts, Brand Positioning Analysis - 4 Questions, Brand Positioning Strategies, Target Market, Consumer Segmentation, B2B Segmentation, Competitive Scenario, Points of Difference, Points of Parity, Updating Brand Positioning, Repositioning Strategies, Strategic Positioning Issues Course Outline 4. Creating A Brand • Product & Branding, Brand Elements, Criteria for Choosing Brand Elements, Naming the Brand, Brand Linguistics, URLs, Logo Symbols, Characters, Slogans, Packaging, Service Branding, Luxury Branding, Retailer Brands, Exemplary World Class Brands (Case Studies), Major Brand Failures (Case Studies), Major Reasons for Brand Failures & Successes, Branding Strategies 5. Managing the Brand Portfolio • Brand Building, Brand Product Mix, Breadth and Depth of Branding Strategy, Brand Hierarchy, Brand Maintenance, Revitalizing Brands, Brand Extensions, Planned Obsolescence Strategies, Product Deletion Strategies, Do’s & Don’ts of Brand Portfolio Management, Market Development Strategies, Brands and 4 Ps, Product Strategy, Pricing Strategy, Channel Strategy, Promotions Strategy 6. Managing Integrated Brand Communications • Role of Marketing Communications, Information Processing Model, Promotion Mix, Integrated Media Mix, Planning the Communications Program, Making the Most Use of Brand Advertising, Sales Promotions, Direct Response & Public Relations, Making the Most Use of Traditional & Non-Traditional and Interactive Media Course Outline 7. Globalization of Brands • Challenges to Brands, Features of Global Brands, Geographical Expansion, Barriers to Globalization, Managing a Global Brand, Global Framework - Local Action, From National Name to World Brand (Case Studies) 8. Brand Equity Measurement and Management System • The Need to Measure Brand Equity, The Brand Value Chain, Brand Tracking Studies, Product-Brand Tracking, Global Tracking, Brand Equity Management System 9. Brand Valuation • Approaches for Valuing Brands, Valuation Based on Historical Costs, Based on Replacement Costs, Based on Market Price and Potential Earnings, Multi-Criteria Valuation of a Brand’s Potential, The Brand’s Impact on the Balance Sheet 10. FINAL PROJECT - Re-Launching an Actual Brand Total Number of Hours - 42 Number of Meetings - 14 Jun G. Alcantara General Manager - Advertising Standards Council Course Facilitator • Jun is a Magna Cum Laude Graduate in Bachelor of Arts in Economics at the UST and was conferred the Rector’s Award for Academic Excellence by the same school. • He took his MBA at De La Salle University, Manila and was a Professorial Lecturer in Marketing for 10 years in the College of Business and Economics. • His professional marketing career started with Unilever where he acquired his expertise in the areas of Marketing Research, Brand Management, Sales Promotions and Special Events Management. • While in Unilever, he was cross-posted to Unilever Indonesia for 2 years and trained in International Marketing and Advertising at the Unilever Head Office in Blackfriars, London. • After Unilever, Jun had a 2-year stint with JWT Philippines where he managed the advertising requirements of Pilipinas Shell, Citytrust, Land Bank, National Panasonic, Kodak, Rolex Watches and Rotary International.. • After JWT, he joined Asia Brewery where he set up its marketing department and launched most of its current brands in the market. • Jun has extensive experience in the academe as professorial lecturer in top local universities for more than 15 years. • He is a most sought after marketing trainer, handling in-house and public marketing seminars in and outside the country. • He has been actively involved in professional marketing and advertising organizations such as the PANA (President for 2 years), Advertising Foundation of the Philippines (Founding Pillar & Director), and AdBoard (Former Member of the Board and the Advertising Content & Regulation Committee). • He has been an active panelist of the Advertising Standards Council since it started operations in April 2008. Just this January 15, 2010, he assumed the General Manager position of the ASC.
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