Strategic Brand Management - IE Executive Education

I N T E R N A T I O N A L E X E C U T I V E P R O G R A MStrategic Brand ManagementMadrid 26, 27 and 28 November 2008

“Our programs allow executives to renew theircompetitive edge, commitment, entrepreneurialspirit, global vision and their motivation – and lateron, our business forums and Centers of Excellenceoffer platforms for a continuous learning.”Santiago Iñiguez. Dean of IE Business SchoolConsistently ranked among the top Business Schools worldwide, IE Business Schoolaims to provide you with the tools to face business challenges and seize tomorrow´sopportunities.In this sense, our open enrollment executive programs have an international focus thatdeliver a truly global perspective on the latest management theories and trends, coveringthe fields of marketing, finance, organizational behaviour, leadership and strategyamong others.The IE Business School runs its courses mainly in Spain and also China and India,welcoming people from all over the world, giving you the opportunity to benefit fromintercultural exchanges spreading your network with fellow participant.Our world-class faculty brings the advantage of extensive international experience andresearch, a unique and valuable asset that is fundamental in today's internationalbusiness education.

CREATING GLOBAL LEADERSworldwideIE Business School´s Executive Education Division isrenowned for executive development programs that providestrategic insight and deliver global perspectives. Our openEnrollment Programs have been ranked no. 5 worldwideaccording to the Financial Times Ranking, May 2008.Who is this program designed for:This program has been designed for executives who are responsible for the success oftheir organizations' brand management strategy. Therefore, it will be of interest to SeniorManagers and Strategy Directors. However, this program will also be of high relevanceto those executives who would like to gain an understanding of winning brandmanagement strategies. The program content is relevant to a wide spectrum of productand service industries. The program is particularly targeted at but not limited to:General ManagersCorporate Marketing DirectorDirectors of Corporate CommunicationsMarketing DirectorsBrand Marketing ManagersProduct Marketing ManagersCategory ManagersNew Product Development ManagersConsultantsParticipants' Profileagecompany sizecountries of originmorethan 5515%20%lessthan 35Medium sizecompanies34%52%Multinationalor big sizecompaniesRest ofthe World22%20%Spain34%31%45 to 55 35 to 45 Small sizecompanies14%SouthAmerica16% 18%24%Western European CountriesEasternEuropeanCountries

Strategic Brand ManagementLEVERAGING BRANDS TO DRIVE BUSINESS GROWTHProgram Overview. Strategic Brand Management provides participants with the latestpractices and cutting-edge strategic insights to help them build and manage strong,successful brands in today's highly competitive global business environment.This demanding three-day international executive program combines the latest brandmanagement theories and tools with a wide range of up-to date relevant case studiesto help course participants quickly grasp new branding concepts and make themimmediately applicable to their professional contexts.Program Objectives. This program has been designed to help participants gaininnovative brand management insights, optimize their techniques and discover newbrand management tools.Participants develop a sound understanding of how to:· Grasp the power of brands as drivers of strategic business growth.· Develop robust brand identities and brand positioning.· Understand the benefits of a well-defined brand architecture and portfolio strategy.· Discover innovative branding strategies and approaches.· Understand the most effective ways to implement new brand strategies.· Realize the value of developing a differentiated customer experience.· Increased knowledge of how to manage the internal politics of implementing brandstrategies.· Explore the most effective ways to build a brand-driven culture in the organization.· Understand requirements for successful brand measurement and metrics.Program Dates:26, 27, 28November 2008Program Location:Madrid, SpainProgram Fee:€ 3,800

CARMEN ABRILSTEVEN POSNERProgram Structure.The New Strategic Role of Brands - Setting a Framework. In our opening sessionswe will lay the foundation for understanding how brands have evolved into highlystrategic assets that, when properly managed, can be a tremendous source ofdifferentiation, engender true customer loyalty and fuel profitable growth.Targeting – Focusing on the right customer segments. How to choose a target? Whatis a strategic target? How to make it actionable?Brand Identity – Defining brands that truly matter. Our brand identity is the promisewe make our customers and the basis on which we build strong profitable customerrelationships. Getting it right is key to make the right impression and stand out from thecrowd.Brand Architecture and Brand Portfolio Strategy – Organizing our brands to win inthe market place· What is brand architecture and brand portfolio strategy?· Which brands should do it?· How can we grow out brand to its maximum potential?· Stages of brand architecture.Brand Implementation – Bringing our brand strategies to life· What does a world-class brand implementation plan look like?· How do we create a customer experience that delivers the promise of the brand?· How do we implement our brands internally?· How do we develop a brand-driven culture in the organization?· How do we manage the internal politics of launching a new brand strategy?Metrics – Measuring our way to success. What is not measured is not managed. Tohave a comprehensive set of metrics is key to understand where we stand. But too muchinformation can be as damaging as too little.Guest Speaker – Insights from the front line. We will have the opportunity to hear fromone of the leading Sr. Brand Managers in Spain who will highlight some of thechallenges and opportunities in implementing world-class brand strategies.Faculty.STEVEN POSNER. Associate Marketing Professor. Executive MBA. IE BusinessSchool. Bachelor of Arts, Brown University, US.CARMEN ABRIL. Marketing Professor. PhD candidate Universidad Complutense,Madrid. MBA, IESE, Spain. University of Navarra, Spain and University of California, US.

AdmissionAPPLICATION PROCESSCandidates can apply online at www.execed.ie.edu or send the application form thataccompanies this information by fax to +34 91 745 4762.PROGRAMS DATES AND FEESStrategic Brand Management. Madrid 26, 27, 28 November 2008.Fee: € 3,800Each program fee covers tuition, course materials, all coffee breaks and lunches and anextracurricular networking activity.Fees do not include accommodation. If you wish, we would be happy to make areservation for you at one of the hotels within walking distance of our premises and withwhom we have a special agreement.Payment is due within 30 days of the invoice date or upon receipt of the invoice ifadmission is within 30 days prior to the start of the program. Cancellation policies areoutlined in the information provided to applicants upon admission.FOR FURTHER INFORMATION, please contact us:Melissa Rodriguez StamProgram Manager - International Executive ProgramsCalle Castellón de la Plana 8. Madrid 28006melissa.rodriguez@ie.eduTel.: +34 91 782 17 15 / 19Fax: +34 91 745 47 62www.execed.ie.edu/internationalprogramsEXECUTIVE EDUCATIONCastellón de la Plana, 828006 Madrid. España. UETel.: (34) 902 30 21 30Tel.: (34) 91 745 47 60Fax: (34) 91 745 47 62www.execed.ie.edu