During the program, you will learn how to differentiate among identity, image, brand, and reputation, plan strategies to mitigate reputational risk and build reputational capital, effectively position a corporate brand and develop the optimal brand architecture, build corporate brand equity and understand the role of internal branding and external corporate-image campaigns, manage a corporate brand to survive through tough times and thrive during prosperous times, measure corporate brand equity and implement a state-of-the art brand equity measurement system.
Face-to-Face - Certificate
Building the bridge between brand and reputation.
Your brand and your reputation are the foundation on which your company is built. Designed for experienced executives, Brand and Reputation
is a tightly focused two-and-a-half day program on how to build and maintain corporate brand and reputation. The program is led by the two thought leaders in these fields, Professors Paul Argenti and Kevin Lane Keller. They provide the latest and most comprehensive frameworks and practical insights on the art and science of managing corporate reputation and brands.
During the program, faculty will briefly share a concept or framework and an example of how it can be applied, and you will discuss or apply the concept. Our objective is to give you maximum impact and actionable insights within a short time frame.