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.
Apply Online

Or call 603-646-2839

Dates and Fees

May 19 - 21, 2015
$3,900

The program fee includes tuition, books, and some meals.

Location: NEW YORK CITY

TBD
SGD 3,600*

* Program date TBD and fee is subject to change. GST (7%) is applicable for individuals from Singapore registered companies.

Location: SINGAPORE

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Paul Argenti on Public Trust in Business

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