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Building Strong Brands Online & Offline
As entrepreneurs, marketing, PR or advertising agencies, when we are constantly confronted with challenges from powerful global brands in our own home markets, we need to be prudent and precise.
Programme dates: September 19-20
We live in a digital age where customers are less influenced by advertising than ever before. Brand management has become more about managing dialogue – sharing instead of selling. Is your brand ready to compete in this field?
We live in a world of brands, we grew up listening to their advertising monologues and now we want transparency and dialogue. We rarely believe adverts and we can actively avoid them. We have access to knowledge as never before and can make informed decisions. Winning us over as customers isn’t going to be as easy as it once was.
This intensive programme is designed to provide you with cutting-edge knowledge and strategic tools for managing both your brand and your communication agencies, to help you find smarter ways to engage with your customers.
|WHO SHOULD ATTEND AND WHY?|
This programme is designed for executives and for general and department managers who want to understand the brand management process and develop a set of skills at a level that is competitive with experts in the field. However effective your brand management skills, this programme will help you to move up to the next level.
By attending this programme you will:
Building Sustainable Brand Strategies across Borders
Brand Challenge #4: Your Own Issues
Philippe Mihailovich is a leading academic in the field of brand architecture, brand stretching and repositioning. He devised brand stretching guidelines for Virgin, has advised governments on rebranding nations and is author of a book on Luxury Brand theory for professionals. As a practitioner he has managed Nivea skin care for the UK and Commonwealth, was Marketing Director for Wella, and devised the EuroBrand strategy for the group, and founded Couture Brands, a private label brand development company working with major supermarket and pharmacy chains in the UK and USA. Now, as CEO of HAUTeLUXE, he advises on luxury retail brands and hotels in Paris, London, Hamburg and New York; for companies in Russia, Serbia, Armenia, Latvia and South Africa he participates in creating brands to compete in the global marketplace. Philippe is also in the process of launching his own social entrepreneurial chocolate brands www.leschocolatiersdefrance.comand www.cadeau.org.uk.
725 EUR + VAT Standard fee