Every time a corporate merger or buy-out occurs, you are sure to see plenty of headlines about the number of subsidiary companies each corporation owns. Here's why: brand equity. It's a fact that each subsidiary of a corporation has a value linked to its brand names, in addition to its base dollar-value. This value is measured by the consumer's attitudes and loyalties toward the brand. Brand equity adds dollar-value to a company's worth. So, what are the components that make brand equity? How do you create brand equity? How do you make your company worth more in the consumer's eyes? This course will answer each of these questions in depth. You will analyze the components of brand equity. You will utilize the psychology of a consumer's perceptions and apply helpful techniques to build your brand equity. Finally, you will construct a marketing support program with the aim of appealing to your consumers and improving their perceptions of your brand. This is all done in an effort to get consumers to build up and reinforce your brand equity. By the end of this course you will construct a strategy to build brand equity and effectively market your brand to your consumer.
This course is for brand managers and marketing personnel who wish to implement strategies to build and improve successful brand equity for their products and company.
Expected Duration (hours)
What Is Brand Equity?
recognize the benefits of developing brand equity.
match the characteristics of brand equity with examples of consumer responses.
match typical consumer activities to their associated steps in the new brand adoption process.
match specific marketing activities to their associated steps in the new brand adoption process.
select marketing activities which model effective strategies for building a strong brand.
How Is Brand Equity Created?
recognize the benefits of building positive consumer perceptions of a brand.
analyze a brand to determine the strengths and weaknesses of its specific brand elements in a given scenario.
apply effective marketing strategies to build brand awareness for an organization's products in a given scenario.
determine an effective benefit strategy for building a positive brand image based upon market conditions in a given scenario.
analyze the market conditions of a hypothetical company to determine whether a brand has been effectively positioned in the marketplace.
Using Marketing Programs to Build Brands
identify the benefits of utilizing marketing programs.
match the product strategies with effective marketing activities to build brand equity for a hypothetical brand-name product.
apply an appropriate pricing strategy to address specific market conditions presented in a scenario.
determine the distribution channel strategies that are most appropriate for a specific product in a given scenario.
match marketing activities to the effective strategies for combating private label brands.