Brand Equity Development

Learning Objectives

  • Understand the importance of Brand Equity to your company’s competitive strength & profitability
  • Comprehend the Brand Architecture building process and the need for a focused Brand Essence
  • Know the importance and role of Positioning in focusing your brands competitive premise
  • Understand the key elements of the Positioning Statement and be able to develop one for your brand

Key Topics Covered

  • Brand Equity (Identifying the Brand’s Essence)
  • Brand Architecture (Development Process, Template Review & Examples)
  • Brand Positioning Statement (Format, Key Elements, Link to the Brand Architecture)
  • Brand Equity Communication (Application & Execution through the Marketing Mix)
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