Applied Branding
In a world where companies and their products are increasingly viewed as commodities, brand equity can be one of your company’s most valuable assets. Emotion plays a critical role in decision making — no matter the product category — and the world’s leading companies effectively exploit this reality to set themselves apart in a sea of me-too products.
Any product or service can be branded. Let the University of Wisconsin’s Applied Branding course teach you how to effectively create brand equity for your organization.
During our three-day course, you’ll work with experienced marketing professionals who will help you to understand the key components of an effective brand equity program. Using a combination of case studies, lecture and small group learning, you’ll build a foundation of knowledge and experience that will help you to create success for your company in today’s option-packed marketplace.
Who Should Attend
This course is designed for executives who are responsible for developing, strengthening and managing their organization’s brand promise, including:
- Vice presidents
- Directors of marketing
- Marketing managers
- Directors of corporate communications
- Human resources
Content is geared to participants from industrial, consumer and service industries.
Companies are increasingly becoming aware of the importance of a corporate branding strategy, realizing that brand equity is one of their most important corporate assets. The brand — and its promise — is a source of value to both the company and the customer. But this value has to be constantly renewed. Learn how to sustain a brand long-term by linking vision, culture and image. Then communicate the brand by strategically choosing brand elements, designing supporting marketing programs and sculpting the correct identity.
Branding fundamentals: We’ll discuss the importance of branding — and the challenges you’re likely to face while creating and implementing your plan. Plus, we'll bring you up to speed on the language, models and frameworks you can use to brand your company and products.
How to establish your brand: Be proactive. Define yourself — or your customers will do it for you (and not always in the way you would have chosen!). We’ll show you how to assess your brand using some of the latest techniques and tools, and how to evaluate where you stand vis-à-vis the competition in meeting customer needs.
Effective ways to promote your brand: Every customer touchpoint — from packaging to personal interactions — should send a consistent message about your company. We’ll discuss effective ways to use both traditional and emerging media to build awareness for your company and products in the global marketplace.
Ongoing brand management techniques: Effective branding doesn’t just “happen.” It requires a comprehensive, formalized management approach and the commitment of every employee. You’ll learn whom to involve and how, how to create brand standards and measure brand performance, and how to develop a brand vision and implement long-term strategies.
The University of Wisconsin-Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 2.1 Continuing Education Units (CEUs) or 21 hours.
Need more info?