MEASURING & BUILDING BRAND VALUE IN A COMPETITIVE MARKETPLACE

WORKSHOP OVERVIEW

Brand equity is crucial in measuring how recognizable is a brand in the market. Measuring brand equity is extremely important for cultivating relationships and making your brand and products to stand out in the market. A brand’s overall success is
determined by its ability to communicate its values and meaning (purpose), to both internal organizational culture and external brand communities.

Measuring your brand enables you to identify your brand’s strengths and weakness together with opportunities for innovation and ideas to raise your brand in the market. In order to identify and address problems areas with a net result, a brand audit is all you need. A brand audit health check helps you monitor your brand so that it helps you to keep your brand fresh in the market.

With the emergence of more new media and more brands, consumers have more to filter out and to cut through the clutter, marketers will have to work harder to build brands that inspire
loyalty. Hence, Jeff will be covering effective ways to increase brand value through traditional media and digitally, how to measure your brand worth in the market and techniques on how to analyze brand value.

YOUR EMINENT WORKSHOP FACILITATOR


JEFF RAJECK
FOUNDER, APAC
THINK SENTIMENT PTE LTD

Jeff Rajeck is an experienced marketing trainer and consultant based in Singapore whose recent clients include Amazon, Adidas,
Cathay Pacific, and Singtel. His approach is to urge marketers to decide on the foundational elements of a successful marketing campaign – namely business goals, marketing objectives and strategy – before choosing marketing tactics and channels.

Jeff has been training through Econsultancy, a London-based marketing publisher, since 2015 and has written hundreds of blog posts, delivered dozens of webinars and produced several research papers for the company, as well. Before Econsultancy, Jeff served as the marketing director for a Singapore startup
which provided social media analytics consulting for clients such as Standard Chartered, Deutsche Bank, BASF and KPMG.


Jeff holds a bachelor’s degree in English from the University of Illinois (US) and a master’s degree in Finance from Nanyang
Technological University (SG). Jeff will complete a master’s in Marketing with a specialization in Marketing Analytics at the
University of Alabama in 2020.