Everything an organization does, from R & D through to after-sales service, manifests itself in the value proposition made to customers and this is represented by the brand.

The one constant in the turbulent marketing landscape has been the crucial role of brands in the creation of shareholder value.

This online workshop provides a step-by-step process for managing brands in such a way that they create shareholder value. More importantly, it spells out a quantitative approach to the frequently misunderstood and poorly managed topic of brand equity.

The workshop consists of six modules plus optional appendices containing useful technical/legal details

• Module 1 defines the real meaning of value

• Module 2 explains what brands are and their role in corporate strategy

• Module 3 unravels the complex relationship between brands and consumers

• Module 4 explains the bedrock of successful brand management

• Module 5 spells out how brands create value for customers

• Module 6 explains how to quantify the shareholder value that brands create

Whilst it has been written with marketers in mind, this workshop is definitely not just for the likes of brand managers. Branding deeply affects everyone in the organization and if the brand is not differentiated, carefully positioned, and professionally managed, all its stakeholders will be adversely affected, not just its employees. This course will also enable directors and accountants to make a major contribution to the management of their most important asset: their brand.