Philip Kotler
Developing Brand Leadership for Every Manager
This session takes branding out of the marketing department and puts it into your hands. A brand is more than just a product; it also represents the values and promises made to your customers. Does the brand experience you personally provide live up to your organization’s brand promise?
This topic presents a holistic approach to branding in which all activities of the organization are aligned, interdependent, and integrated.
The objectives of this session are to:
- Appreciate the concept of brand.
- Be exposed to a holistic theory of branding.
- Realize how you as an individual impact your organization’s brand.