How Branding can Improve your Business Performance in Hard Times
Barry Silverstein of brandchannel.com stated: “A recession can weed out weaker brands of lower quality and therefore make category leaders even stronger. At the same time, value-based brands can increase brand strength because they present the consumer with a familiar name at a reasonable price. Also, during a sluggish economy trusted brands can appeal to budgeting consumers who previously purchased a more expensive brand name product.”
If brands are so important, why is it that it takes a back seat when times are hard? It is because of the common view that branding is expensive.
If you would like to:
· Learn how to improve your brand’s presence in the market without spending too much
· Know how to make wise brand investments that can help deliver the results that you want
· Make your brand rise above the noise in the marketplace
· Immunize your brand against the economic downturn
Then this seminar is for you!
Module I – Why Brands Thrive during Difficult Times
A. The Competition between Branded vs. Commodity Products
1. Aligning your Product’s Branding to your Market
2. How Different Customers Think about Brands
3. Why Brands do better in Tough Selling Times
B. The Approaches to Branding
1. Cut Back on Branding
2. Stay the Course – Don’t Change anything
3. Full Steam Ahead – Hit while the Iron is hot
C. Assessing the Value of Branding
1. How does Top Management view Branding
2. How do your Customers feel about Brands
3. Is Branding the Right Strategy for you?
Module II – Focusing on your Brand
A. How do your Customers “brand” your Brand
1. Specifying the value that your Brand provides
2. Defining your Brand’s personality and value from the customer’s perspective
B. How do you want your Customers to “brand” your Brand
1. Clarifying your Brand’s Promise
2. Creating a Brand Positioning Statement
Module III – Designing your Brand
A. Redefining your Brand to deliver the changing customer needs
1. The 5 Areas of Defining your Brand
2. Building Trust in your Brand
B. Developing your Brand’s Message
1. Assessing the Brand Values that are relevant to your Customers
2. Making the Right Impact
3. Choosing the Medium to Communicate your Message
4. Enhancing your Brand Touch points
C. The Brand Enhancement Toolkit
Please note:
P7, 500 + VAT rate applicable starting March 26, 2009
P8, 500 + VAT rate for on-site payments
