Brand Management Workshop with Leslie de Chernatony
Completed 2010
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Oxford College of Marketing are proud to present a one day workshop run by the internationally renowned guru on Brand Management, Leslie de Chernatony
(http://lesliedechernatony.com).
With brand managers under increasing pressure to achieve more with ever stretched budgets, the imperative of growing more value through brands is paramount. A more creative approach is needed which finds new ways of growing brand value.
Managers are now thinking differently and are using creative routes to generate value for their customers and owners.
They are questioning whether their brand still has a valuable point of difference for their customers. They are working to find authentic differences which achieve a "wow" amongst customers. Using insightful frameworks about the drivers of value, they are questioning the traditional ways of delivering value and instead are finding new sources of sustainable value. They are achieving leaps in customer value through new sources and new/redesigned business models. New ways of competing are emerging, based on changed customer behaviour.
Course Overview
This one day workshop will present frameworks and models that allow delegates to re-examine the way they have been delivering value through their brands and to open their minds to new ways of offering even more value. Frameworks and models will be presented using numerous examples to show their application. An interactive approach encouraging delegates to consider in syndicate sessions the application of frameworks to their brands. This will be both an informative and enjoyable way of considering how to make brands even more valuable.
- Insight to market driving brands and some of the ways they are growing value
- Models to surface new sources of value
- How to capitalise on the way customers assess brand value
- Capitalising on different types of organisational culture to drive more valuable brand strategies
- Overlooked opportunities for value enhancement
- Mapping sources of value and a process to grow value
- Characterising the boundaries of markets then routes to incorporating new sources of value
- Finding a more powerful brand belief that reflects the changed environment
- Thinking outside the box through new performance measures and contesting assumptions about brand categories
Our Trainer
Professor Leslie de Chernatony is Professor of Brand Marketing at the University in Lugano, Switzerland, at Aston Business School, UK and Managing Partner of Brands Box Marketing & Research Consultancy. Having made a significant contribution to advancing knowledge about brand management, he now bridges the advancement of brand knowledge in his academic role with the application of brand knowledge in his consultancy role. His cutting edge work on strategically building and sustaining brands has helped many organisations develop more effective brand strategies.
A firm advocate of the need for managers to benefit from his work on brand marketing, he runs many highly acclaimed branding workshops throughout Europe, the USA, the Middle East, Asia and Australia and his advice has been sought by numerous organisations throughout the world on developing more effective brand strategies. On several occasions he has acted as an expert witness in court cases over branding issues.
Leslie's work has resulted in TV programmes and radio broadcasts. He is a frequent speaker at management conferences.
Leslie’s research on brand marketing is globally disseminated through his books, frequent international conference presentations and a significant stream of international journal articles, some of which have won best paper prizes. Both the Chartered Institute of Marketing and the Market Research Society recognised his contribution to advancing knowledge about strategic brand management by electing him to Fellowship status. He is also a Freeman of the Worshipful Company of Marketors.