MEASURING & BUILDING BRAND VALUE DURING A CRISIS

ACTIONS AND STRATEGIES BRANDS HAVE TO TAKE TO SERVE CLIENTS AND GROW DURING A PANDEMIC OR ECONOMY UPHEAVAL

WORKSHOP OVERVIEW

This pandemic presents a critical moment for brands, an opportunity to align what they say – their reason and purpose, with what they do – their real and tangible behaviours.

Tracking these perceptions, market dynamics and changing consumer preferences will be key to help brands build resilience during and after the pandemic. Brand managers, both big and small, will have to think differently in their efforts across the building blocks of brand equity and rules for market success, while remaining highly relevant to the consumer’s new realities.

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 emergences 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.

IMPORTANCE OF BRAND VALUATION DURING THE PANDEMIC:

While customers face challenging times and are in a state of uncertainty, brands are also bracing themselves for a different landscape where the dynamics at play could fundamentally challenge the brand-building playbook. In this paper, we question some ‘golden rules’ of brand-building, exploring how this conventional wisdom stands up to Ipsos’ point of view on brands and – in particular – what needs to be done differently in the current challenging circumstances. We present some alternative perspectives to help brands to strive now and in the new normal of the post-crisis world.

(Laurent Dumouchel, Zarif Kahn, Catherine Burton and Oliver Hupp, 2020)

KEY TAKEAWAYS:

  1. Understand ways to run a brand audit to evaluate your brand’s position in the marketplace, its strength and weaknesses during pandemic.
  2. Understand the key drivers within your organization, the industry and the competitive environment that define brand positioning.
  3. Gain insights from local case studies, especially during the pandemic, from various industries that will be demonstrated by the trainer.
  4. Quantify the value of the brand assets using valuation techniques based on the cost, income and market approaches to valuation.
  5. Comprehend the ways to measure the brand’s value according to the financial performance, the role the brand plays in purchase decisions and the brand’s competitive strength.

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.