Internal branding: delivering the brand promise
This half-day seminar, presented by international brand leadership expert, Dr Nikolaus Eberl (featured regularly on CNBC and in the Business Day), examines the role of internal branding in converting customers to brand advocates and achieving global brand leadership.
"Nothing kills a poor product faster than good advertising". Retaining clients over time requires not only that they have a positive experience with the brand, but also that they can identify with the brand character - this being the people in the company and the degree to which they can be trusted to deliver the brand promise.
This half-day seminar, presented by international brand leadership expert Dr Nikolaus Eberl, examines the internal branding program that Germany applied to turn a nation of brand pessimists into a team of brand evangelists - with such overwhelming success that Germany now holds the most valuable country brand in the Nation Brand Index (NBI) and TIME Magazine recently titled their cover edition "Germany revs up".
Key points: You will learn about the Five Commandments of Global Brand Leadership
• Deciphering your brand archetype
• Converting your brand promise to measurable touch-points
• Identifying your brandvantage
• Internalizing your brand character
• Converting customers to brand advocates
Key outcomes: You will be able to:
• Identify the drivers of brand loyalty
• Understand the five levels of employee commitment
• Recognise the drivers of emotional brand engagement (EmotiVators)
• Internalise the practice of touch-point branding for customer advocacy
• Activate touch-point branding in order to convert customers to brand advocates
For more details, go to www.internal-branding.net
Date: 30 September 2010Venue: BrandOvation Campus, Johannesburg
Cost: R1,750
More info:
Auckland Park