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Dates & Times
Start Date/Time: Monday, March 15, 2010 at 8:00am
End Date/Time: Tuesday, March 16, 2010 at 5:00pm
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Venue/Location
Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,445 | $1,795 | |
Course Description
Brand equity is an intangible asset and the single largest component of your market capitalization. Many companies however have no process or plan for building brand equity building. This course is focused on brands as key business assets, and how branding, properly planned, developed and implemented, can contribute to both sustainable corporate advantage and an increase in shareholder value. It will review the fact that Brand Equity is built on the basis of deep relationships with consumers formed only when brands effectively address consumers' rational and emotional needs. Importantly, we will address brand's real strength - when it delivers the Brand Promise. Brand Equity is important because it increases shareholder value, provides a competitive advantage and generates new growth opportunities The process for developing Brand Equity enables the Brand Team to set the long-term direction for the brand (i.e., the Brand Vision).
Who is This Course For?
Mid to senior-level marketing managers responsible for managing brands and businesses and those in general management positions who need a greater understanding of the importance to effectively building brand and shareholder value.
Key Takeaways
• How to generate a disciplined process that guides nurturing long-term brand health.
• How and why creating a clear shared brand vision is important - then how to turn that vision into a brand equity plan guided with metrics.
• Learn how to create a long-term brand equity development plan including the elements and specific activities aimed at delivering brand equity goals.
• Be able to identify sources of brand equity.
• Utilize brand associations to manage brand identity.
• Identify how direct and indirect distribution channels can influence brand equity.
• Select promotional options that can impact brand equity.
• Use appropriate marketing mix components to build brand equity.
• Identify the stages for developing brand equity.
Class Agenda
Time Topic
8:00-8:30 Breakfast
8:30-9:30 Welcome + Opening Remarks + Objectives
9:30-10:30 Building a Brand
10:30-11:15 Client Marketing Structure
11:15-11:30 Break
11:30-12:30 360 Degree Marketing
12:30-1:30 Lunch
1:30-2:15 Engagement Marketing
2:15-3:00 What Makes a Great Campaign
3:15-3:30 Break
3:30-4:15 The Future of Brand Strategy
4:15-4:30 Wrap and Summary
Class Instructors
Richard CostelloPresident and Founder
MagicEcho Consulting
Prior to founding MagicEcho, Richard worked for 22 years as the “brand guru” for GE. He led the development and implementation of the long running “We Bring Good Things to Life” advertising campaign. During his career, Richard provided marketing counsel to every GE business including light bulbs, jet engines, plastics,& appliances, NBC, financial services, and medical systems. This has given him an extraordinary diversity of business and marketing experience. Additionally, he was part of the business team that transformed the culture of GE from a sleepy bureaucracy to a lean, aggressive growth machine.
Born and educated in London, England, Richard started his career in the British advertising industry. He moved to the United States in 1973. He worked for ad agency McCann Erickson both in London and New York before joining GE in 1980.
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