Brand Management: Managing Brand Equity

Brand Management: Managing Brand Equity explains how to manage a brand name measure brand equity and manage a brand on a long-term basis. The program also details the steps for creating brand extensions the techniques for measuring brand equity and the options for reviving brand equity.

This is primarily online training This is an online eLearning or CBT training program Contact Serebra Learning Corporation for more information

Duration: 4 hours Training Presented in: English

Audience

The target audience for this series is managers and marketing personnel who wish to learn to interpret the potential affects of various brand strategies and tactics and assess the value of any type of brand.

Objective

• Identify issues to consider when managing a brand name.
• Sequence the steps for creating brand extensions.
• Select the factors you should measure when conducting a brand assessment.
• Identify characteristics that comprise an effective brand equity measuring technique.
• Select options for reinforcing brand equity.

Topics Include

Unit 1: Managing Brand Equity

• Identify issues to consider when managing a brand name.
• Sequence the steps for creating brand extensions.
• Apply the steps for creating brand extensions.
• Identify issues to consider when creating a global branding strategy.
• Simulation Overview:
• In this simulation you are a marketing assistant for Icon and a member of a team designed to create a brand extension for Carb-X a relatively new energy drink that has experienced incredible sales numbers. Account Executives report that retailers have received a number of requests for Icon to make extensions of the Carb-X name. Your idea is to create an energy bar tentatively named Carb-AR which will include essential nutrients taste great and be available at a reasonable price. At prior meetings your team has tentatively approved your idea. If you are successful your team has indicated that your hard work will result in your being promoted to Product Manager for Carb-AR.

Unit 2: Measuring Brand Equity

• Select the factors you should measure when conducting a brand assessment.
• Select the steps to perform a brand assessment.
• Identify the characteristics that comprise an effective brand equity measuring technique.
• Given appropriate information select common brand measuring techniques.
• Identify the options for organizing the results of brand measurement.
• Simulation Overview:
• In this simulation you are Icon's Marketing Director meeting with Nathan Iverson a Marketing Assistant. Icon has developed a new product called GreenheatH2O a photovoltaic solar water heating system. GreenheatH2O is a unique product in that it was developed more to show Icon's commitment to the environment than for profit. Greenheat has sold moderately well largely due to better than expected sales on the west coast. Nathan is being groomed as a brand manager and you feel this is an opportunity to expose him to the responsibilities of the position with minimal risk.

Unit 3: Managing Brand on a Long-term Basis

• Identify common brand management problems.
• Select options for reinforcing brand equity.
• Identify options to revive brand equity.
• Simulation Overview:
• In this simulation you are a Marketing supervisor at Icon and a member of a team that is determining how to revive a struggling brand Can-O-Shine. Your idea is to make a premixed version of Can-O-Shine and market it towards today's younger and busier consumers. This version tentatively called Sud'N'Shine will come in a handy spray can and can be used for big jobs as well as everyday cleaning. You are meeting with Patty Chen Alexis Bell and John Cunningham. Your job is to explain the different ways in which Sud'N'Shine can reinforce the sales and image of Can-O-Shine.

Duration

4

Minimum Requirements

The CDROM version of this course requires:

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).
• At least a double speed CDROM drive.
• An MPC compliant sound card with attached speakers or headphones is recommended (Currently only the CDROM version supports audio).

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM and 22MB available hard disk space or file server space.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).

Media

• Brand Management: Branding on the Web
• Brand Management: Building Brand Equity
• Brand Management: Developing a Brand Strategy
• Brand Management: Fundamentals of Brand Management
• Brand Management: Integrated Marketing