Branding is a corollary to efficient marketing. Branding is a promise to deliver specific products or services and a defined level of quality. With the advent of electronic connectivity, it has been argued that the brand increasingly belongs to the consumer rather than to the producer. The net effect would be to increase rather than reduce brand equity - i.e. the value of the brand.

This seminar examines the concept of the brand, brand awareness and brand meaning and delves into the communication tools that assist in brand building and thus an increase in brand equity.


The objective of the seminar is to look at the brand first from the perspective of the corporation to understand how brand meaning is built. It then proceeds to examine, through the use of case studies, how meaning is translated to the consumer and how brand awareness is created. The use of electronic media is also considered due to the major changes it has entailed in the branding process.

Participant Profile

Marketing managers, product managers, assistant product managers and sales personel.

Course Content

  • Brand definitions
  • Brand globalization
  • Naming
  • Tangible and intangible factors
  • Brand identity
  • Brand positioning
  • Brand extension
  • Brand life cycle
  • Brand communications
  • Electronic media and the brand
  • Monitoring the brand
  • Co-branding


Two consecutive days from 9:00 am to 5:00 pm


CHF 900.-