Overview/Description
Every time a corporate merger or buy-out occurs, you are sure to see plenty of headlines about the number of subsidiary companies each corporation owns. Here's why: brand equity. It's a fact that each subsidiary of a corporation has a value linked to its brand names, in addition to its base dollar-value. This value is measured by the consumer's attitudes and loyalties toward the brand. Brand equity adds dollar-value to a company's worth.
So, what are the components that make brand equity? How do you create brand equity? How do you make your company worth more in the consumer's eyes? This course will answer each of these questions in depth. You will analyze the components of brand equity. You will utilize the psychology of a consumer's perceptions and apply helpful techniques to build your brand equity. Finally, you will construct a marketing support program with the aim of appealing to your consumers and improving their perceptions of your brand. This is all done in an effort to get consumers to build up and reinforce your brand equity.
By the end of this course you will construct a strategy to build brand equity and effectively market your brand to your consumer.
Target Audience
This course is for brand managers and marketing personnel who wish to implement strategies to build and improve successful brand equity for their products and company.