Branding EQ: Creating Brand Loyalty

Apply emotion-based principles of strong brands to increase business success.Why do some companies have fiercely loyal customers while others don’t? Beyond having a good product and great customer service, such companies create a “tug” or “hook” based on a strong emotional appeal. The most successful brands tap into their customers’ emotions.

This seminar is not about value propositions, logos, slogans or other traditional brand components. You will learn how to create emotions, provide a distinctive and positive customer experience and create enthusiasm and a personal affinity for your brand. Building on case studies and classic brand examples, you’ll see how to take a brand from good to great—and leave with a concrete action plan to apply these skills on the job.

How You Will Benefit

• Learn to build a brand value proposition that makes customers seek you out
• Create a singular focus that makes your product/service stand out
• Make your brand relevant—either to your former audience or to your new one
• Know how to stay current with customers’ demographic characteristics
• Build brand awareness and distinction to give your sales team greater leverage

What You Will Cover

• Understanding why emotional brand connection is more important than ever
• Recognizing what gives a brand power
• Knowing the elements of brand, branding and brand equity
• Connecting Brand Power to Emotional Quotient (EQ)
• Finding, refinding and refining brand loyalty
• How to build a brand people love

Who Should Attend

Experienced marketing managers, directors and vice presidents of marketing, as well as executives and managers in finance, operations, customer service, R&D and others who interact with marketing teams.

Prerequisite: This course requires you to have basic knowledge and experience in marketing. AMA recommends attending Fundamentals of Marketing: Your Action Plan for Success (Seminar #5512) or its equivalent before enrolling in this seminar.