Managing Brand Equity in Business Markets
Roberto C. Goizueta Chair in e-Commerce and Marketing, Goizueta Business School; Executive Director, Zyman Institute of Brand Science
A company's brands are amongst its most valuable assets. Do you know how to manage, grow and value these market-based assets?
Brand names and images are a major element of competitive positioning-often the key to differentiation and sustainable competitive advantage (enhanced cash flows, greater customer loyalty, faster adoption of brand extensions, and more).
Brands are important "strategic assets." Unfortunately, current
accounting practices do not treat brand and customer relationships as
"investments," and tend to marginalize the value of brands. This
seminar will provide important tools and demonstrate how brand and
market investments drive shareholder value by enhancing cash flows and
reducing risks and vulnerability of business products and services.
This seminar will enable participants to answer the following questions for their business:
- Why are brands (market-based) assets?
- How should one build and leverage brands to enhance profitability?
- How should companies manage brand portfolios?
- How can one measure and communicate the financial value created by
branding and customer management activities? What is the impact of
brands in terms of important metrics like ROI, EVA and shareholder
Who Should Attend
People whose responsibilities include management of markets and
products, brands and product lines/categories, communications, new
product development, distribution and sales, pricing, customer support,
strategic planning, and corporate/financial resources.
Role of Brands in Marketing Strategy
- How can brands/customers be leveraged to develop sustainable strategic advantage?
- Are marketing and brand development activities investments? ...expenses? Are brands/customers assets?
- What is the role of branding in marketing strategy?
- Branding and the basics of marketing strategy—segmentation and differentiation, brand positioning and repositioning
Building Brand Equity
- Delivering value to customers—building brand equity. Linking customer value creation and brand positioning to business processes
- Managing brands within product systems and value networks, brand alliances and co-opetition, co-branding and leveraging partner equity
- Branding commodities and ingredients/components
- Branding and product line management: family or individual brands?
- Brand and market extensions
- Brands (and customers) as market-based assets
Leveraging and Managing Brand Equity and Brand Portfolios
- Managing brands for market performance in competitive retail environments, brand versus channel equity
- Fighting price competition, distributor brands and white boxes
- Role of brands in managing trade partners and competitors
Growing brand value through:
—Brand and market extensions
—Managing brand name changes (brand transition)
—Co-branding and joint promotions
—Managing brand portfolios and brand consolidation
Financial Assessment of Value Creating Branding and Marketing Initiatives
- The value of corporate and brand reputations
- Methods for measuring brand value (e.g., Interbrand, EVA, Shareholder Value)
- Valuation of intangibles—Brands, IP
- Justifying investments in brands and marketing
- Managing brands and customers as assets
- Driving shareholder value via market-based assets
Impact of brands on:
—Enhancing cash flows
—Accelerating cash flows
—Reducing vulnerability and volatility of cash flows
The two-day seminar will be held from 8:30 a.m. to 5:00 p.m. each
day. It will focus on both theory-driven practice and on
applications-driven problem resolution. The course will employ a lively
mix of business cases, discussions centered around readings and current
management problems, and management exercises.
Rajendra Srivastava is the Roberto C. Goizueta Chair in e-Commerce and Marketing in the Goizueta Business School, Emory University. He is also the founding, executive director of the Zyman Institute of Brand Science ( www.ZIBS.com ), a research organization focused on brand-driven business performance. Raj's research focuses on market-based assets (brands, customers, distribution and partnership networks), marketing strategy and corporate financial performance. He is considered one of the leading experts on topics such as "ROI on Marketing" and "Brand/Customer Valuation." He has a B.Tech. (Honors) from the Indian Institute of Technology and MBA and Ph.D. from the University of Pittsburgh.
Raj has developed and implemented senior executive programs for several
leading companies in the services and technology sectors. He has
consulted and delivered executive education programs for companies in
business markets including 3M, AMD, AT&T, American Airlines,
Applied Materials, Citigroup, Coca Cola, Dell Computer, Dow Chemicals,
GE, Hewlett-Packard, IBM, Imation, Johnson & Johnson, LG
Electronics, Microsoft, Motorola, Nokia, Shell Chemicals, Siemens,
Texas Instruments and Xerox Corporation. He has delivered executive
seminars as well as invitational/keynote addresses in US/Canada, Latin
America, Europe, Australia and Asia.
ISBM Member: $1,500
Paula Dorminy or Gary Holler