Lagos Business School - Brand Leadership in the New Decade

Seminars >Sales and Marketing >Brand Leadership in the New Decade

Brand Leadership in the New Decade

Overview:

In the mid 1990s, when brand management gripped the Nigerian marketing communications industry, it appeared to many like another management fad that would blow away within a few years. Rather, the use and adoption of brand management increased as one industry after another discovered that brand awareness, perceived quality, customer loyalty, strong brand association and personality, all which are hallmarks of brand management were necessary to compete in the marketplace. Some business organisations such as hospitals, software firms, oil field suppliers, etc., discovered branding especially at the corporate level for the first time.

Others such as banks, fast moving consumer grocery firms, automobile marketers came to the realisation for the need to revitalize their brand management systems to keep pace with the ever-changing competitive landscape. The interest in branding would continue to rise – and the powerful forces of competition and desire for market leadership would fuel the continued interest in branding in the new decade. Other factors such as price competition, proliferation of generic products and the emergence of powerful retail chain stores would make branding become more imperative in this new decade.

In order to stay ahead of competition and a variety of market forces, business organisations must develop brands that would lead in the marketplace. In order to help managers achieve this goal, Lagos Business School has put together a two-day seminar entitled “Brand Leadership in the New Decade”. This is aimed at helping brand managers understand how their brands could be reconstructed into becoming leading brands in the marketplace.

Programme:

• Social media: a brand leadership driver

• Building strong and sustainable brands

• Sustainable brand architecture

• Developing superior brand identity

• Generic identity and brand differentiation

• Semiotic branding

• Naming a brand leader

• Unveiling the brand personality: a deconstructive analysis

For:

Marketing managers, brand managers, product or advert managers.

Date: 3-6 September 2012