Branding is the process of creating an identity and differentiation for our company/products. In doing so, we maximize the company’s value separately the shareholders (which, after all, it the ultimate purpose of any company). Value is measured both in terms of revenues and profitability, as well as in terms of the company’s perceived value – the brand.
As opposed to the widespread belief that we must advertise an image to build a brand, and to advertise a price or product to generate sales, all marketing activity should be designed to create sales and build the brand at the same time.
In this lecture, we will discuss the following issues:
• The five basic elements at the heart of building and positioning a
• Creating a marketing activity plan that works to establish the brand and sales at the same time.
• How do you leverage the brand to secure leads?
• How can you use existing customers to strengthen the brand,
on the one hand, and drive future sales on the other hand?