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Provided by: Serebra Learning Corporation Managing and Maintaining Brand Equity |
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Training
Provided by Serebra Learning Corporation
There's a common saying: "The only thing constant in life is change." This is especially true when it comes to managing brands. Look at Coca-Cola and how it spawned several brand extensions such as Diet Coke and Cherry Coke. Then there was a brief, but widely publicized, brand crisis caused by New Coke, which resulted in the reintroduction of Coca-Cola Classic. This is an example of how, over time, new competitors come into the market, consumer tastes change, fashions come and go and even lifestyles change. How can you respond successfully? By being ready for change and having a plan of action. This course gives brand managers, and anyone involved in marketing, an awareness of the ongoing spectrum of issues involving brand management, as well as step-by-step strategies to help your brand survive--and even thrive--in a competitive market. So, what opportunities, influences and threats does your brand face? Lesson one explores making the most of your brand's potential by identifying the conditions neede This course is for brand managers and marketing personnel who wish to implement strategies to build, improve, and maintain a successful brand identity for their products and company.
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Managing and Maintaining Brand Equity
Audience
This course is for brand managers and marketing personnel who wish to implement strategies to build, improve, and maintain a successful brand identity for their products and company.
Topics
Objectives
- Making the Right Decisions for Your Brand
- recognize the benefits of effectively managing your brand's potential.
- select the appropriate product conditions for creating an effective brand extension.
- identify the strategies associated with the two methods for revitalizing interest in a brand.
- apply the appropriate method to effectively revitalize consumer interest for a brand in a given scenario.
- match the three types of branding pitfalls to appropriate examples.
- identify the three steps and their associated purpose for effectively managing a brand crisis.
- use the crisis management process to manage a brand crisis in a given scenario.Ethical, Legal, and Global Branding Concerns
- recognize the benefits of responding to ethical, legal, and global branding concerns.
- match examples of potential ethical branding concerns to their appropriate category.
- identify the six common types of potentially illegal forms of advertising according to the FTC.
About The Training Provider: Serebra Learning Corporation
Serebra Learning Corporation - Serebra Learning Corporation provides technology-based training solutions through a combination of Cortex, its proprietary learning management system (LMS), and a curriculum catalog with over 1, 825 current courseware titles. Founded in 1987 (as FirstClass Systems, with a name change to Serebra in 2001), Serebra has over sixteen years" experience delivering e-learning solutions to both...
