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Branding Boot Camp: Toronto 

111d Queen Street East 
Toronto , Ontario, Canada  M5C 1S2 
6/14/2010 8:00 AM  - 6/15/2010 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.

Agenda

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:
Verity
111d Queen Street East
Toronto, Ontario M5C 1S2
Phone: 1 416.368.6006
Fax: 1 416.368.6093
http://www.verity.ca/ 

Complimentary wireless internet will be available at the training.  The Password is ‘fleurdelis’.

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.

Recommended Hotels
Holiday Inn Express Toronto Downtown - 0.13 miles away
111 Lombard St.
Toronto, ON M5C 2T9 CA
Phone: 1 416.367.5555 or 1 877.410.6681
http://www.ichotelsgroup.com/h/d/ex/1/en/hotel/YYZLS/welcome?start=1

Grand Hotel & Suites - 0.15 miles away
225 Jarvis St.
Toronto, ON M5B 2C1 CA
Phone: 1 416.863.9000 or 1 877.32.GRAND
http://www.grandhoteltoronto.com/index.htm

Le Meridien King Edward - 0.28 miles away
37 King St. East
Toronto, ON M5C 1E9 CA
Phone: 1 416.863.9700
http://www.starwoodhotels.com

Hilton Garden Inn Toronto City Centre - 0.29 miles away
200 Dundas St. East
Toronto, ON M5A 4R6 CA
Phone: 1 416.362.7700
http://hiltongardeninn.hilton.com

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

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

Conference Cancellation Policy
Cancellations received prior to 4 weeks before the event will receive a refund minus a $75 cancellation fee. Within 4 weeks of event refunds will be granted minus a $150 cancellation fee. There will be no refunds issued on or after the day of the event

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.  
 Directions

From GTA East End (Whitby)

-       Heading West on Highway 401

-       Take exit 375 to merge on Don Valley Parkway (South)

-       Take Eastern Ave. Exit

-       Keep right at Richmond St. East

-       Turn right at Jarvis

-       Turn left at Queen St. East

-       Verity is located on the left hand side

From Toronto Pearson International Airport (YYZ) and GTA West End

-       Take 427 South

-       Merge onto Gardiner Expressway

-       Take Jarvis St. Exit

-       Turn Left at Queen St. West

-       Verity is located on the left hand side

If you have any questions please call 416-863-6006.

Transportation

Toronto Airport Express provides airport transportation to downtown Toronto.  Please visit the website http://www.torontoairportexpress.com/  for schedules & information or call 1 905.564.3232. The shuttle does not service every hotel, so please contact the hotel you’re staying at for the closest stop.  Fares are approx. $19.95 CAD per person one-way (fares are subject to change without notice).  The hotel concierge can help arrange your trip back to the airport. 

Public transportation is also available.  Please visit http://www.toronto.ca/ttc/ for more information.

Taxicabs
A taxicab will cost approximately $60.00 CAD one-way from Toronto Pearson International Airport (depending on time of day & traffic).

Parking
Parking is available in the lot across the street from Verity. Rates are $16.00 per day (subject to change without notice).

Exhibitors and sponsors are not included in this event.