The Power of Branding: Managing Your Company’s Most Critical Asset


Dr. G. Nicolas Kfuri, 25.09.2012, M6 Educational Centre

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Seminar overview

Brands have became strategic assets in companies of every kind of industry. Defining, nurturing and building brands goes beyond the domain of marketing areas, to penetrate corporate strategy decision making processes. This seminar covers the newest concepts of branding, consumer perceptions, among other current topics.

Who Should Attend

Branding is a holistic concept. As such, it has to be understood and embraced by all people in the organization. As a consequence, it is absolutely encouraged that all senior executives of the organization attend this seminar, beyond the marketing department. Specifically, Marketing Managers, General Managers, Directors, and Entrepreneurs that need to better understand their customers’ decision making processes. Managers from other functional areas, who interact with the Marketing Department and want to gain insights into their colleagues’ discipline.

How will you benefit?

By the end of the day you should be able to:

· Better understand what a Brand is, and how its Equity evolves over time;
· Comprehend the implications, beyond the marketing department boundaries, of all actions; taken (or not taken) by the organization and their impact on its brand image;
· Have an improved and clarifying view on current marketing concepts and tools that can be used when building brands;
· Evaluate your brand performance, and plan the necessary actions to improve or sustain it;
· Start decoding your organization consumer’s behavior.
· Network with other top executives and have fun.

11:00 – 11:30 Registration and Coffee

11:30 – 13:00 Module 1
· A New Way of Understanding Marketing: A World of Perceptions
· Perception Games

13:00 - 13:15 Coffee Break

13:15 – 14:45 Module 2
· Strategic Brand Management: Key Steps to Building an Strong Brand Equity
· Managing Brands in Emerging Markets. Country-of-Origin Effect.
· Branding in an Economic Downturn: Selective Company success and failure stories.

14:45 - 15:30 Lunch Break

15:30 – 17:00 Module 3
· Case Study: Puma, Reclaiming its Pride

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Dr. G. Nicolas Kfuri
Dr. Kfuri is Argentinean and Italian. He holds a Ph. D. in Business Administration from Cordoba National University, Argentina, and an MBA from Purdue University-GISMA Business School (USA-Germany).
He has lived in Argentina, Germany, and Mexico, where he has worked as consultant and executive trainer in projects with the private (MNC’s, medium and small-sized enterprises, and family-run businesses) as well as the public sector. He also teaches at executive, graduate (MBA), undergraduate and e-Learning programs of universities in Asia, Europe, Latin and North America.
Dr. Kfuri has worked with executives from more than 400 companies, representing more than 75 countries, from 6 continents.
His areas of expertise are: Corporate Strategy, Marketing, and Branding.
Some of the organizations Dr. Kfuri has contributed to are: Alpiq (Switzerland); Bertelsmann, AG (Germany); Cordoba State Government (Argentina); Degrémont-GDF Suez Group (France); GMH (Germany); Kempinski Hotels (Germany); Ministry of Economics of Lower Saxony (Germany); RWE (Germany); Sennheiser (Germany); Volkswagen AG (Germany) and Volkswagen de México (Mexico); among others.
Dr. Kfuri acts as Advisory Board Member of different organizations, including companies, business incubators, business schools, and non-for-profit institutions.
He is Academic member of Marketing Science Institute, Academy of Marketing Science, and Decision Sciences Institute, as well as Member of the Review Board of Journal of Business Management. Dr. Kfuri is also a member of the Honor Society Beta Gamma Sigma, and has been awarded the Outstanding Young Award by Cordoba Stock Exchange, Argentina.
He contributes permanently with articles and as guest speaker to the media.
Among the companies whose executives Dr. Kfuri has trained are: Nestlé, Audi of Mexico, Volkswagen of Mexico, Mary Kay, Phillip Morris, KPMG, T-Systems, Mexicana Airlines, Government of Canada, BNP Paribas, Cadbury Schweppes, Holiday Inn, Crowne Plaza, Government of Mexico, TV Azteca.
In this region Nicolas works closely with COTRUGLI Business School, the leading business school in SE Europe. His engagement goes primarily toward MBA and Executive MBA education and in house trainings. His references in this region include working with middle and top management of leading international and domestic companies such as Atlatnic Grupa, Unicredit, Agrokor and many others.
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