Brand Equity & Positioning

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

Intellectual Property & Branding

• Understanding Intellectual Property in Singapore
• When and how to protect a brand
• Understanding Trade Mark, Word Mark, Copyright, Patents

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, 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 vs. 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
  – Ingredient branding
  – Managing brand portfolios and brand consolidation

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.