‘The marketing battle will be a battle of brands, a competition for brand dominance ..’ – Larry Light, Journal of Advertising Research
Markets recognize ‘brands’ as the company’s most valuable assets. As brands enter the market, it is critical to develop, strengthen, defend and manage its brand equity through time.
The power of brand names comes into play in the market. The only way to own markets is to own market-dominant brands. Thus, brand-name awareness is pivotal in building a business to growth expansion and success.
Brand equity is one of the hottest topics in marketing management today. Recent marketing studies point to the fact that there is a need to grow, enhance and protect brand equity if the business has to be sustainable.
Brand equity is a set of tangible and intangible assets that identifies and differentiates the brand value from competition. Marketers need to understand how brand equity works in their brand building program and strategies.
This seminar is focused on ‘brand equity management’ – its immersion, conceptual framework, applications and wrap-arounds.
1. Provide a conceptual framework for brand equity building and sustaining.
2. Build competencies and skills in marketers and entrepreneurs in brand equity management.
3. Apply brand equity principles and concepts in current products, services, and businesses especially the small and medium enterprises (SMEs).
Key Seminar Topics
1. Brand Equity Framework
1.1 Brand value
1.2 Brand naming
1.3 Icon and symbols
2. Strategies in Maximizing Brand Equity
2.1 Integrated Marketing and Communication
2.2 Leveraging, Alliances and Causes
3. Volunteer Individual Brand Application
Who Should Attend
CMOs, Brand Marketers, Category Managers, Marketing Consultants, Solopreneurs, Network Marketers, Advertising Managers, Digital Marketers, Bloggers, E-Commerce Entrepreneurs, Start-ups, Marketing Service Providers, Owners of SMEs, Academe, those involved in marketing and who want to establish relationships and network with fellow marketers.
The Resource Speaker and Expert
Prof. Jose G. Miranda
Former Associate Professor
Asian Institute of Management (AIM)
Prof. Jose G. Miranda taught at the Asian Institute of Management for the past 20 years as an Associate Professor. He also taught in top universities, such as, Ateneo de Manila University, De La Salle University, University of Sto. Tomas and Manhattan College, New York. He is a proven preacher and practitioner of Marketing Management, CRM, Niche Marketing, Brand Equity Management and Corporate Social Responsibility (CSR).
Recently, he conducted Management Development Program at Bangko Sentral ng Pilipinas (BSP) and SIDC, the biggest agri-based cooperative.
An indefatigable Academic and Industry Practitioner in Marketing and Communication, he managed brands, such as: Bear Brand, San Miguel Beer, Singer, GE, Johnson & Johnson, Nestle, and Westinghouse.
He holds a Bachelor of Arts degree in Journalism from the University of Sto. Tomas and MS in Advertising from University of Illinois.
PHP 6,999 + VAT
US$ 175 for Foreign Nationals, inclusive of meals and kit
Payment and Discount Scheme
– Package of 5 + 1 (send 5 delegates and get
additional 1 for free)
– 5% Discount to Past Delegates of Fiera Programs
– 20% Discount to Academe/Students/Government
Call: 896-0639, 896-0637
Visit Website: https://www.fmi.com.ph/
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