Growing Brands through a Recession, January 21, 2010

Growing Brands in a Recession


09.30 – 09.40         Introduction, aims


09.40 – 11.00         What are some of the factors that drive brand success and how can brand

equity help us to understand how our brand is doing and which aspects of the  brand strategy to change? 

                              What do we know from previous recessions about how brands thrived and how can we use this to support our brands in a recession?


11.00 – 11.15         Coffee break


11:15 – 12.15          In a recession customers become more attentive to brands which are perceived  as offering good value.  Yet, what is value?  What models can help us build more  value into our brands during a recession?


12.15 – 13.00          Syndicates. Choose a brand and identify new ways of making the brand   more  valuable


13.00 – 14.00         Lunch


14:00 – 14.30         Plenary


14.30 – 15:00          How can we understand where our value comes from, how this stacks up  against competitors then how we can develop a more attractive value proposition  in a recession?


15.00– 15.45           Syndicates.  Choose a brand.  Using the framework presented, where does this  brand’s value come from and where are there gaps between the way it and  competitors capitalises on these sources of value?  Based on this and the  framework presented, how could a more attractive value proposition be  developed during the recession?


15.45 – 16.00         Coffee break


16.00 – 16.30         Plenary


16.30 – 17.00          What are some of the ways that other brands have followed which break market conventions, yet offer a more valuable proposition to customers?  Key points from the day



@Professor L de Chernatony, 2009