Föstudaginn 5. mars 2010 á Hilton Reykjavík Nordica kl. 9.00 - 16.30.
Dr. Kevin Lane Keller heimsfrægur sérfræðingur í vörumerkjastjórnun (Branding). STRATEGIC BRAND MANAGEMENT - THE NEW BRAND IMPERATIVES
Kevin Lane Keller ætti að vera íslensku markaðsfólki vel kunnur og einstakur hvalreki að fá hann til landsins á Íslenska markaðsdaginn. ÍMARK mun tileinka Keller ráðstefnudaginn að þessu sinni og mun gefast tækifæri til að kafa djúpt í þekkingu hans. Hann er oft nefndur Kevin Lane Keller the No1 ‘Guru of Branding’.
Vörumerkjastjórnun (Branding) er mun flóknara verkefni í dag en fyrir nokkrum árum. Einfaldar, vel slípaðar nálganir á stóra hópa bera ekki sama árangur og áður. Það er ekki spurning að markaðurinn hefur breyst á síðustu árum og það kallar á breytta hugsun og nýjar nálganir.
OVERVIEW One of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds over a long period of time cannot. The difficulty and expense of introducing new products puts more pressure than ever on firms to manage skillfully their existing brands and leverage these assets to create successful new marketing opportunities.
Branding has become markedly more complex. The straight-forward, well-honed mass marketing techniques of previous decades are no longer effective. Without question, a whole set of forces have appeared in recent years that call for new marketing and business practices. Marketers now must do many things, and do them right. The rules of the game are changing dramatically in branding. Companies need fresh thinking about how to operate and compete given a new marketing environment and the realities of the modern economy. Companies that don't make proper adjustments will be left behind.
Branding is a critical ingredient to creating shareholder value. Yet, many firms suffer from ill conceived and poorly executed branding programs, leaving money on the table in the process. Marketers in the 21st century are recognizing the need to have a more complete, cohesive approach that goes beyond traditional applications of the marketing concept.
Strategic Brand Management: The New Brand Imperatives provides a comprehensive, integrated, in-depth examination of the state of marketing and what is working and what is not. In this one-day executive program, Professors Kevin Lane Keller provides the latest and most detailed thinking and practical insights on the art and science of branding. The program focuses on improving the profitability of your branding strategies by providing specific guidelines for developing, measuring and managing brand equity.
Strategic Brand Management: The New Brand Imperatives is designed for brand managers, marketing managers, new products development managers, marketing research managers, and customer service managers. The program's perspective is relevant to a wide range of industries including consumer products, high-tech, retail and services. Intact marketing teams are encouraged. Coming with colleagues creates a common marketing language and toolkit to help the team maximize the company's branding efforts.
BENEFITS In this one-day executive program, you will lean about:
• Establishing strong competitive brand positions • Creating intense, active brand relationships with customers • Integrating marketing programs and activities • Aligning internal and external marketing activities • Understanding ROI of marketing investments in brands • Leveraging brand equity across categories & markets • Designing and implementing brand strategies • Implementing holistic branding practices
FACULTY Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. An international pioneer in the study of strategic brand management and marketing strategy, Keller's impressive academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and University of North Carolina. Through the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, Procter & Gamble, Samsung, and Starbucks. From his vantage point as one of the world's leading academic thinkers and top industry consultants in marketing, Professor Keller provides best practice, leading-edge strategic guidelines and tactical insights to help create strong brands in a fast-moving, highly-competitive economy. His textbook, Strategic Brand Management, in its 3rd edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He has also become the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management, now in its 13th edition.
DAGSKRÁ RÁÐSTEFNU
Kl. 08.30 - 09.00 Skráning, afhendig ráðstefnugagna. Kl. 09.00 - 09.10 Ráðstefnan sett. Kl. 09.10 - 10.30 KEVIN LANE KELLER Session A – Understanding 21st Century Brand Management. - Background context and an overview of the brand equity concept - Lessons from the world’s strongest brands - Branding strategies in tough economic environments
Kl. 10.45 - 12.15 Session B – Brand Planning - Brand positioning model: how to establish competitive advantages - Brand resonance model: how to create intense, activity loyalty relationships with customers - Brand value chain model: how to trace the value creation process to better understand the financial impact of marketing expenditures and investments.
Kl. 12.15 - 13.00 Hádegishlé
Kl. 13.00 - 13.45 Session C – Building Strong Brands - Choosing brand elements - Integrating channel and communication strategies - Maximizing new media opportunities - Branding on a limited budget
Kl. 13.45 - 14.30 Session D – Measuring Brand Equity - Designing and implementing a brand equity measurement system - How to conduct a brand audit - Brand tracking approaches
Kl. 14.45 - 16.15 Session E – Brand Growth Strategies - Brand architecture, brand hierarchies and brand portfolios - Effective brand extension strategies - Managing brands across market segments - Managing brands over time
Kl. 16.15 - 16.30 Session F – Putting It All Together - Special applications - Implementation issues - Assembling a marketing toolkit - Wrap Up and Close
Kl. 16.30 - 16.45 Niðurstöður könnunar meðal markaðsstjóra. Einar Einarsson, Capacent rannsóknir
Verð á ráðstefnu.
Verð fyrir ÍMARK félaga 19.900 kr. Verð fyrir aðra 29.900 kr.
Innifalið: Ráðstefnugögn, kaffi og hádegisverður.
Lúðurinn, Íslensku auglýsingaverðlaunin 2009
Verða haldin að venju í glæsilegri dagskrá á Hilton Nordica sama dag og hefst kl. 17.30 með fordrykk og glæsilegu smáréttahlaðborði áður en verðlaunaafhending fer fram.
Fordrykkur og glæsilegt smáréttahlaðborð
Verðlaunaafhending: Lúðurinn, íslensku auglýsingaverðlaunin 2009. Lúðrapartý og tónlist.
