Objectives and Benefits
You create a brand; you earn a reputation. However, the brand image influences the reputation of the organization; they are closely interconnected and interdependent. This program will underscore the importance of having a “one-company” strategy to align HR, marketing, public affairs, investor relations, and other disparate identities within the organization. The world perceives you as one company—even if you have many brands.
During the program, you will learn how to
- differentiate among identity, image, brand, and reputation,
- plan strategies to mitigate reputational risk and build reputational capital,
- effectively position a corporate brand and develop the optimal brand architecture,
- build corporate brand equity and understand the role of internal branding and external corporate-image campaigns,
- manage a corporate brand to survive through tough times and thrive during prosperous times,
- measure corporate brand equity and implement a state-of-the art brand equity measurement system.
Or call 603-646-2839
Dates and Fees
June 24 - 26, 2014
The program fee includes tuition, books, and some meals.
Location: New York City
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Paul Argenti on Public Trust in Business