How To Grow Profits With Winning Brands

Roger D. Blackwell, Ph.D.

Brand equity, argues Blackwell, is perhaps the most valuable asset not listed on a firm’s balance sheet. Good brands frame, through symbols or “short hand,” the special attributes of products, including their personality, promises, and protection policies. Marketers often create sales displays that scream “buy me,” but brands tell us why we should.

In today’s competitive environment, companies need strategies to attract new customers and delight their current ones. When consumers are satisfied with brands, there is little need to look elsewhere, and in effect, their shopping time and risks are reduced. The ultimate benefit to consumers of a strong, quality brand, is time savings—something most firms have yet to figure out. And, for Web-based marketers, brands are even more important in providing the basis for selecting one firm over another.

In this presentation, Blackwell identifies strategies to help firms create winning brands in the marketplace. Audiences will also explore:

• How to build strong brands in the marketplace
• How to develop brand attributes—promise, personality, and protection
• How to increase market share by capitalizing on brands
• How much advertising to use in building brands
• How to increase customer loyalty with private label brands

Drawing from case histories, up-to-date brand research and even principles from pop music that help evoke emotional response, Blackwell provides a rock-solid, high impact presentation on one of the most important topics in business—how to build great brands.

Roger Blackwell Associates, Inc. (614) 457-6334

www.rogerblackwell.com