To help CEOs better manage brand equity online. The value of a company’s corporate and/or product brand(s) can exceed its more tangible assets. But the financial models for calculating brand equity offer little help in understanding or developing these assets. This leaves the CEO with little practical methodology to manage what, potentially, is the company’s biggest asset. The aim of this course is to provide managers with a buyer-centric model that looks at brand equity through the eyes of the buyer. We will then define the 10 hurdles that brands must cross online during customer acquisition and retention and use these as a checklist for building brand equity online. Participants will leave the course with an assessment of how their brand is performing online today along with a model and a number of hands-on tools that they can use to assess and direct their own efforts to build brand equity online.
WHO SHOULD ATTEND?
CEOs, HR Directors and those aspiring towards those positions will benefit by participating in this course. The course will deal with underlying principles of marketing and operational issues implementing them. As such, it is most suitable for senior managers responsible for driving growth and developing the company.
The course runs over two days with four lecture modules, each including exercises and round-table discussions. Participants will be assigned a self-assessment homework between Day 1 and Day 2. Roundtable discussions will be included to provide participants with an opportunity to deepen their knowledge on specific topics and to exchange experience with others from different industries. Before the course, participants will be surveyed about their needs and the course material will be tailored to address the results.
Module 1: Brand Equity Basics
The difference between “marketing”, “sales”, and “branding”
How buyers assess brand value and how sellers can add value
The three ingredients to building brand equity online
Module 2: Assessing Your Brand Online
Brand equity from the consumer’s perspective
Defining your brand’s web presence
Assessing your brand's web presence
Module 3: Implementation
Discussion of web presence assessment
Managing a digital brand platform
Measurement and reporting
Module 4: Next Steps
Putting the material to work in your company
Summary and reflection
Jörgen Adolfsson is a lecturer at Sten K Johnson Centre for Entrepreneurship at Lund university. He has 25 years of professional experience as a marketer in both small and large companies, as well as industries such as mobile telecoms and gaming.
Sean Duffy is the founder of Duffy Agency, a strategic marketing agency for aspiring international brands. Sean has over 25 years’ experience working with marketing and brand strategy in Boston, San Francisco, Stockholm and Copenhagen. In addition to his involvement with the agency, Sean is also Lecturer and Practitioner-in-Residence at the Lund University School of Economics & Management.
Schedule, fee & location
The course will take place at Lund University. The course fee is 17 500 SEK, excluding VAT. The course fee includes tuition, documentation, diploma, coffee, lunch and a dinner on Day 1.
The course will be held from 9 am to 4 pm on all days.
Application of interest
Course dates have not yet been set, but is open for application of interest. Registration is binding. Substitution of participants is allowed at any time at no charge, however it is advisable that such should take place at the start of the course.
For course information, please contact at Lund University Commissioned Education,
Ph. +46-46-222 7327