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Branding Boot Camp: Philadelphia

Ft. Washington Campus - 1140 Virginia Dr.
Philadelphia, PA 19034
2/18/2010 8:00 AM - 2/19/2010 12:00 PM


Details Schedule Registration Travel Exhibitors
Effectively leveraging your brand strengths can help you establish competitive differentiation and customer loyalty regardless of your industry, product or service.

The AMA Branding Boot Camp is a professional development opportunity that will give you the understanding and tools to enhance your brand’s strength.

By attending this Boot Camp you will explore fundamental brand concepts that will:
• Help you evaluate your current brand
• Identify ways to strengthen and improve your brand
• Develop plans and tactics for implementation

What You Will Learn
• Identify the essential building blocks of a successful brand
• Factor brands into your organization’s overall success
• Develop an effective brand architecture
• Create a compelling brand position
• Conduct marketing research to evaluate and track brand progress

Who Should Attend

  • Marketing professionals, business managers and entrepreneurs who are interested in improving their brands
  • Graduate of the AMA Marketing, Nonprofit, Research & Marketing Planning Boot Camp
  • Experienced marketers who want a refresher on branding fundamentals

About the Instructor

DEBRA S. SEMANS, a veteran marketing researcher and nationally recognized expert on brand positioning and strategy, is Polaris’ senior vice president.  She has overall responsibility for Polaris’ client relationships and project satisfaction. Semans also has responsibility for Polaris’ marketing efforts, as well as building strategic alliances for project support services.  Prior to joining Polaris, Semans worked as a brand marketing consultant for eight years. Previous to that, Semans was Vice President for Market Development/Expense Management for Carlson Wagonlit Travel in Minneapolis, MN, and the Vice President for Strategic and New Business Development and Vice President for New Market Development and Research at Holiday Inn Worldwide (now Intercontinental Hotels Group) in Atlanta.

Day 1:
8am – 5pm
Continental Breakfast, Lunch and Breaks provided

What is a Brand?

Why Are Brands Important?

How Do Brands Deliver to the Bottom Line?

What is Brand Equity and How is it Measured

Anatomy of a Brand

  • Core Essence
  • Functional Benefits
  • Emotional Benefits
  • Heritage
  • Identity and Symbols
  • Personality
  • Intangible Identifiers

Brand Architecture

Brand Space - permissions and limitations

Brand Experience

Day 2:
8 am – noon
Continental Breakfast and Breaks provided

 Brand Positioning

Internal Branding

Review of Course and Q & A

 

Hotel Air Travel Rental Car Ground Transportation
Boot Camp Location:
DeVry University
Ft. Washington Campus
1140 Virginia Dr.
Ft. Washington, PA 19034
Phone: 1 215.591.5700
www.devry.edu

Recommended Hotels:
Hilton Garden Inn Philadelphia/Ft. Washington
530 West Pennsylvania Ave.
Fort Washington, PA 19034
Phone: 1 215.646.4637
Fax: 1 215.646.4638
http://www.hiltongardeninn.com/en/gi/hotels/index.jhtml?ctyhocn=PHLFWGI

Located off of the Pennsylvania Turnpike (I-276) exit 339, the Hilton Garden Inn is 20 miles from downtown Philadelphia, 15 miles from Valley Forge and only 1.5 miles from the Fort Washington Expo Center.

Directions from the Philadelphia International Airport PHL
Distance from hotel: 34 miles
Drive time: 40 minutes

I-95 South to I-476N Exit 7. Merge onto the PA Turnpike East (I-276). Exit at PA-309 South (Exit 339) toward Fort Washington/Philadelphia/Ambler. Take exit toward Oreland. Stay straight, it becomes Pennsylvania Ave.

Holiday Inn Philadelphia North-Fort Washington Hotel & Conference Center
432 West Pennsylvania Avenue
Fort Washington, PA 19034
Phone: 1 215.643.3000
Toll Free Reservations: 1 800.339.0209
Fax: 1 215.643.9117
http://www.fwholiday.com/

Directions from the Philadelphia International Airport PHL

Follow the main exit signs out of the Airport, and merge onto I-95 South. Follow I-95 to Exit 7 - I-476 North/Plymouth Meeting. Take Exit 20 for the I-276 East/Pennsylvania Turnpike. Take the Route 309 Exit #339 toward Fort Washington. After the Toll Plaza bear to the left and continue straight 1/8 mile and the hotel will be on your left.

Area Attractions, Events & Tourism
Please visit http://www.philadelphiausa.travel/ for additional city information.

Conference Attire 
Conference attire is business casual. Meeting rooms may be cool so you may wish to bring a sweater.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.  Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs.  Special rates have been negotiated for you.  Please contact 800/331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.  
Transportation
A taxi from the Philadelphia International Airport is approximately $60.00-$80.00 one-way.

Tropiano Transportation provides airport shuttle service to & from the Philadelphia International Airport.  Fares are $29.00 one-way (cash only, no credit cards).  Fares are subject to change without notice.

Upon your arrival at the airport & collection of luggage, proceed to the Ground Transportation Desk in the Baggage Claim Area and dial #19 to connect to the Tropiano Dispatcher & arrange for a pick-up.  Please contact Tropiano Transportation for additional information at 1 800.559.2040 or http://www.tropianotransportation.com/shuttle/.

Parking
Complimentary parking is available on the DeVry University Campus.

 Exhibitors and sponsors are not included in this event.
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