Managing Brand Equity in Business Markets Seminar

Dr. Rajendra Srivastava
Roberto C. Goizueta Chair in e-Commerce and Marketing, Goizueta Business School
Executive Director, Zyman Institute of Brand Science
Emory University

This program is not currently scheduled.

A company's brands are amongst its most valuable assets.
Do you know how to manage, grow and value these market-based assets?

Brand names and images are a major element of competitive positioning-often the key to differentiation and sustainable competitive advantage (enhanced cash flows, greater customer loyalty, faster adoption of brand extensions, and more).

Brands are important "strategic assets." Unfortunately, current accounting practices do not treat brand and customer relationships as "investments," and tend to marginalize the value of brands. This seminar will provide important tools and demonstrate how brand and market investments drive shareholder value by enhancing cash flows and reducing risks and vulnerability of business products and services.

Objectives

This seminar will enable participants to answer the following questions for their business:

• Why are brands (market-based) assets?
• How should one build and leverage brands to enhance profitability?
• How should companies manage brand portfolios?
• How can one measure and communicate the financial value created by branding and customer management activities? What is the impact of brands in terms of important metrics like ROI, EVA and shareholder value?

Who Should Attend

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.

Seminar Content

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

• 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 and co-opetition, 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

• Managing brands for market performance in competitive retail environments, brand versus 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

• The value of corporate and brand reputations
• Methods for measuring brand value (e.g., Interbrand, EVA, Shareholder Value)
• Valuation of intangibles—Brands, IP
• Justifying investments in brands and marketing
• Managing brands and customers as assets
• Driving shareholder value via market-based assets
• Impact of brands on:
  —Enhancing cash flows
  —Accelerating cash flows
  —Reducing vulnerability and volatility of cash flows

Format

The two-day seminar will be held from 8:30 a.m. to 5:00 p.m. each day. It will focus on both theory-driven practice and on applications-driven problem resolution. The course will employ a lively mix of business cases, discussions centered around readings and current management problems, and management exercises.

Instructor

Rajendra Srivastava is the Roberto C. Goizueta Chair in e-Commerce and Marketing in the Goizueta Business School, Emory University. He is also the founding, executive director of the Zyman Institute of Brand Science ( www.ZIBS.com ), a research organization focused on brand-driven business performance. Raj's research focuses on market-based assets (brands, customers, distribution and partnership networks), marketing strategy and corporate financial performance. He is considered one of the leading experts on topics such as "ROI on Marketing" and "Brand/Customer Valuation." He has a B.Tech. (Honors) from the Indian Institute of Technology and MBA and Ph.D. from the University of Pittsburgh.

Raj has developed and implemented senior executive programs for several leading companies in the services and technology sectors. He has consulted and delivered executive education programs for companies in business markets including 3M, AMD, AT&T, American Airlines, Applied Materials, Citigroup, Coca Cola, Dell Computer, Dow Chemicals, GE, Hewlett-Packard, IBM, Imation, Johnson & Johnson, LG Electronics, Microsoft, Motorola, Nokia, Shell Chemicals, Siemens, Texas Instruments and Xerox Corporation. He has delivered executive seminars as well as invitational/keynote addresses in US/Canada, Latin America, Europe, Australia and Asia.

Fee

ISBM Member Fee: $1,200
Non-Member Fee: $1,800

For more information contact:

Paula Dorminy or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu