Brand Management Experience Descriptions
1.5 CEU
Looking to rev up product sales? How about trying a different and proven approach guaranteed to generate sale of product and an opportunity to enhance your job performance. Learn the practice of brand management, successfully practiced by consumer goods companies and beauty businesses, to drive planned sales figures into reality. These five intensive sessions cover every aspect of branding, what it is, and how to use it profitably. As you progress, you learn how a "brand persona" is created, how to measure brand equity and success, and how to cultivate a consumer base. Communication style and outreach programs, including social and viral networking to insure customer loyalty, is examined and pricing strategies and ROI calculations, as well as other pertinent measurements, are taught by this internationally recognized marketing and branding expert.
Instructor: Bill D'Arienzo, Founder and CEO of Wm. D'Arienzo Associates, Inc. and CEO ProductsPreferred ™
SXB 200 Brand Marketing Communications for Image and Meaning
1.5 CEU
Increasing and sustaining brand power and brand equity is vital for corporations, retailers, and designers. Learn to develop the necessary brand management skills to create new ideas for product and process positioning to advance your brand’s image and meaning. Experience how integrated marketing communications (IMC) is used to invent new brand strategies and creative executions incorporating a mix of advertising, public relations, publicity, sales promotion, special events, interactive/direct marketing, and viral marketing. Discover how to keep the positive buzz going, via word-of-mouth and viral media. Special emphasis is placed on the growing influence of social media that necessitates use of customer relationship management (CRM) to execute better relationships and brand loyalty. Examples of IMC campaigns are discussed and analyzed in preparation for each participant's own brand marketing communications plan.
Instructors: Peggy Fincher Winters, TFI Geomarketing, Inc.; co-author, The Power of Retail Branding and Brandstand: Strategies for Retail Brand Building; and Arthur A. Winters, professor emeritus, Advertising and Marketing Communications
SXB 250 New World Branding: Social Media Applications and Impact
1.2 CEU
Social media is the new buzz. Are you with a company rushing to get into it or afraid not to? Have you seen or experienced well-crafted and heavily financed marketing strategies negatively impacted by a lone stealth blogger? This program lays out all the phases of social media, what it is, and how to use it logically and effectively. Whether you have started or need to get going, get direction on how to implement and leverage popular social media to foster brand awareness and acquire and retain customers. Learn how to produce content relevant to stimulating your customer relationships. Program features how to integrate social media marketing with offline strategies and traditional media plans. Information on brand risk management and the skill sets necessary to building social media initiatives and staff are included. Excellent follow up to SXF 115.
Instructor: Theodore Schachter, Assistant Professor, Advertising, Marketing, Communications, Social Media Certification, University of San Francisco, former advertising industry executive
SXB 300 Brand Management Analytics: Maximizing the Value of Your Brand
1.5 CEU
How much is your brand worth? What is its equity and what's the value of your brand's most loyal customers? If you think of branding as largely psychographic and image-driven, this intensive workshop will show you that branding's best practices are fundamentally numbers driven. Learn to analyze a brand's worth quantitatively to insure strong management and future growth. Discover how brand equity translates into premium pricing and then examine the effects of social media consequences on sales, ROI, and the bottom line.
Instructor: Bill D'Arienzo, Founder and CEO of Wm. D'Arienzo Associates, Inc. and CEO ProductsPreferred ™
SXB 400 Brand Lab: Practicum in Brand Test Launching
1.2 CEU
In preparation for receiving a certificate, students develop a strategic plan for re-positioning an existing brand or launching their own business. Each plan results in an operational platform built with market potential analysis, SWORT analysis, positioning, consumer targeting, brand architecture, and aspects of branding learned in previous courses. The plan must include pro-forma financials to drive the business.
Meet on site for sessions week 1, 2, 4 and 5. Week 3 is reserved for individual consultation and communication with the instructor by email.
Instructor: Bill D’Arienzo, founder and CEO of WDA BrandMarketing Solutions & ApparelAnalytics ™