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 brands 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