presents American Management Association Seminars
Successful Branding: The Face Of Your Business Strategy
Seminar No: 05518 -XNBB
CEU Credits: 1.8
Length: 2 days
Branding can make or break your business. Discover how to develop a branding system that dramatically boosts your bottom line!
Because brands drive almost 2/3 of purchases, strategic brand management is essential for companies to compete effectively. Utilizing interactive case studies, this seminar will provide a step-by-step approach for managing your brand as a strategic asset. You will learn the necessary steps to understand what your brand stands for and how to determine the role your brand should play in your overall business strategy. The seminar will also provide guidance on optimizing your brand’s value by implementing brand-based strategies ranging from identifying your near-term positioning to operationalizing the brand throughout your organization to measuring the success of your brand-building efforts.
Attendees:
Senior managers and directors of branding, marketing, corporate strategy, corporate communications, and other professionals responsible for managing a brand to drive profitable growth
How You Will Benefit:
- Identify the factors that create strong brands
- Set realistic expectations for how your brand can impact your company
- Shift senior management’s mindset regarding the linkage between brand and business strategy
- Assess your brand’s current image and relative position in the marketplace
- Create a game plan for evolving your brand from its present state to its desired state
- Build internal support for the brand
- Effectively communicate your brand internally and externally
- Measure the success of your branding efforts
What You Will Cover:
- Defining Brand Asset Management
- Overviewing How You Manage Your Brand as an Asset
- Conducting Strategic Brand Analysis
- Formulating Brand Identity
- Implementing Brand-Based Strategies
Extended/Detailed Seminar Outline
Learning Objectives
- Discover a Time-tested Process for Developing a Powerful Brand
- Get Senior Management Support By Presenting Branding as an Investment, Rather Than an Expense
- Successfully Communicate Your Brand Internally and Externally
- Create a Game Plan for Evolving Your Brand From Its Present State to Its Desired State
Defining Brand Asset Management
- Identify the Factors That Create Strong Brands
- Set Realistic Expectations For How Your Brand Can Impact Your Company
- Shift Senior Management’s Mindset Regarding the Role of the Brand
- Assess the Current Value and Position of Your Brand Today Using Customer Research Tools and Analytical Frameworks
- Identify the Attributes, Messages and Benefits of the Most Imactful Future Brand Identity
- Create the Game Plan for Evolving Your Brand From Its Present State Today to Its Desired State Tomorrow
- Leverage the Brand to Improve Innovation Efforts
- Build Internal Understanding and Support for the Brand
- Develop Effective Strategies to Communicate Your Brand Internally and Externally
- Measure the Success of Your Branding Efforts
Conducting Strategic Brand Analysis
- Define and Clarify the Desired Business Role the Brand Needs to Play in Helping Achieve Long-Term Strategic and Financial Goals
- Put a Stake in the Ground, Defining Business Boundaries
- Identify the Growth Gap between Where the Business Needs to Go and Where Existing Initiatives Will Take It
- Set the Brand Architecture Context
Formulating Brand Identity
- Develop a Core and Extended Identity
- Creating Brand Essence
- Elaborating on Brand Identity
Implementing Brand Building Programs
- Use a Standard Framework to Develop a Focused Brand Positioning Statement
- Use the Brand Identity as the Foundation for All Brand-based Strategies and Programs
Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to
. Remember to specify the complete seminar number about which you are requesting information.
For information about bringing a course to your site please call 1-919-847-0331 or email the registry at
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** Online Registration & Fee Information ** Please use form below to register only. To request information that is not included above please send an email to
. Remember to specify the complete seminar number about which you are requesting information.
Select date/location & complete form below. Then, click on 'Send'
Additional Information:
After submitting your online registration you will receive registration confirmation and invoice within 7-10 business days. You may pay by credit card or check. Confirmation information will also include location and other pertinent course information.
Always state priority code XNBB to your customer service representative when registering directly by phone.
Note: Prices are subject to change without notice. To confirm the price of your session, select the session above and click “Send”. Discounts apply for groups of two or more people. Call for details. Federal government employees are eligible for special GSA pricing for many seminars.
AMA's main conference centers
Seminars scheduled for the cities below are held at the locations listed below. For location information for other cities in which AMA seminars are held please call or email for information.
New York
AMA executive Conference Center
1601 Broadway New York, NY 10019
American Management Association (Located in the same building as the Crowne Plaza Hotel) 1601 Broadway On Broadway and 48th Street near Times Square. Entrance is on 48th Street.
Chicago
AMA executive Conference Center (adjacent to the Marroitt O'Hare)
8655 west higgins rd
Chicago, IL 60631
San Francisco
AMA executive Conference Center is located in San Francisco Marriott Hotel
55 Fourth Street 2nd Level
San Francisco, CA 94103
Atlanta
AMA Executive Conference Center
Address: 1170 Peachtree Street Ne Cnr Peachtree & 14th (3rd Flr)
City, State, Zip: Atlanta, GA 30309
Washington, DC
Arlington, Virginia
2345 Crystal Drive, Suite 200
Arlington, VA 22202
If you are not paying via credit card, you will receive an invoice with payment instructions.
Cancellation Policy:
If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at
. If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.
AMA grants courtesy transfers to people who cannot attend their scheduled sessions. You can use a courtesy transfer for any seminar of equal or lesser length than the original seminar. You must use your courtesy transfer within one year of the date of your originally scheduled seminar.
AMA guarantees the quality of our seminars. If, for any reason, you are not satisfied with a seminar for which you have paid, AMA will give you credit toward another seminar of comparable price or will refund your fee.
You can also register by emailing your registration information to us at
or calling us at 919-847-0331.