OVERVIEW
Many marketers want to brand their products or services more effectively, but most jump to the implementation of advertising and promotion before they really define their brand and what differentiates it from the competition in the marketplace. In this presentation, Ken Banks details a five-step process that he learned and developed over a 35-year career as a marketing executive that, if implemented properly, can mean the difference between a successful brand and one that is simply a me-too product.
WHY SHOULD YOU ATTEND
The fears, uncertainties and doubts in marketing are centered around wondering whether the marketing efforts (and the budget investments) will succeed in building market share and revenues. This process will help any company or individual gain a clearer picture of what makes the customer want their brand over the competitors by understanding customer perceptions, competitive mapping, and more consistent marketing messages that position the brand for success and long-term growth.
AREAS COVERED
- Understanding Branding—what it is. What it isn’t.
- Importance of research—understanding the customer, the competition, the product.
- Defining the emotional value of your product. What are you famous for?
- Developing a marketing plan that works. It’s all in the message and it’s all based on what you learned in the first three steps.
WHO WILL BENEFIT
Executive management, marketing management, advertising management, advertising agency managers and creative, product development, market research, communications specialists.
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