Brand Measurement: San Francisco - American Marketing Association

Listen to a sneak peek podcast by Instructor Ron Strauss, Founder and CEO Brandzone

Brand Measurement Brochure

Marketers, brand practitioners, ad agency personnel, media executives, etc. are under increasing pressure to express the value of the monies they expend using a context, language and format that is meaningful to senior management.

This session is designed for those responsible for the brand development and maintenance process looking for new ways to demonstrate the value of brand investments. This includes the value to the organization of brand as the ‘invisible hand’ of management. We’ll use exercises, discussions and a case study to bring these ideas to life.

LEARNING OBJECTIVES:

Understand why brand measurement is important
·       Trends and pressures on margins
·       The critically important role of intangible assets in firm market
        value
Be able to articulate the functions of a brand
·       What a brand is: the three key roles
·       How it functions as a Quality Assurance Device
·       How value is created via Brand Leadership
How to apply Value Disciplines
How value is created (and destroyed) within your company
Identify values and value drivers for key stakeholder groups
The Brand Value Model and the Brand Value Equation
How to talk the language of the Boardroom and The Executive Committee
Implications for building a ‘Pull Branding’ culture
Identifying and overcoming barriers to implementation
Develop a roadmap for putting ‘lessons learned’ into practice

BENEFITS OF ATTENDING:
After attending this session, you’ll be better able to:

Understand your brand(s)
Understand how value (brand equity) is being destroyed (and created)
Measure the value of corporate, product and service attributes
Rationalize pricing
Segment markets
Advise product and service design
Develop competitive strategy
Get finance, sales and the rest of the organization to “buy-in.”
Expand and/or defend budgets
Play a leadership role in your organization

Agenda

Day I
8:00 - 8:30 a.m. - Registration & Continental Breakfast
8:30 – 9:00 a.m. – Start of Program & Introductions
                           ‘What do you want to leave here with?’
9:00 – 9:30 a.m. - Why is Brand Measurement important?
                           Short Term Pressures/Margin Squeeze
                           Top 10 Trends
                           Premise: Brands are the most important asset(s) an
                           enterprise owns
9:30 – 10:00 a.m. - Intangible Assets – Significance for Success
                            Buffett Model: MV = (TA – Liabilities) + IA X P/E
                            FASB 142 (Equity)
                            Pullman Bonds (Debt)
10:00 – 10:15 a.m. - BREAK
10:15 – 11:15 a.m. -Functions of a Brand (Starbucks Web Example)
                             What is a brand?
                             How does “meaning” create value?
                             As Assets
                             As QAD[1]
                             As Promise
                             Who are the key stakeholders?
                             CSR[2]
                             VBL[3]
                             VBM
11:15 a.m. – 12:00 p.m. - Value Disciplines
                                      Discipline of Market Leaders
                                      What’s Your Value Discipline?
                                      Values vs. Value/ “Push” vs. “Pull” Branding
                                      The GE Grid
12:00 – 1:00 p.m. – LUNCH
1:00 – 2:00 p.m. - Value Creation/Value Destruction
                           What is Value?
                           What are Values?
                            Satisfaction (NPS[4]) vs. Loyalty
                            The Power of Dis-satisfaction
                            Gallup Q12/CE11 = HumanSigma
                            Promise/Expectations Grid
                            Employee Value
                            Supply Chain (Vendor) Value
                            The ‘Opportunity Gap’
                             How much money are you leaving on the table?
                             Lost Order Studies/ Customer Win Back Programs
2:00 – 2:45 p.m. – Exercise/Discussion: What are your company’s top 3 values?
                           Based on them, how is value created/destroyed? $ize of
                           Opportunity Gap? Key Drivers to Shrink Opportunity Gap
2:45 p.m. – 3:00 p.m. - BREAK
3:00 – 4:00 p.m. - Brand Value Research
                           Brand Value Models
                           Traditional Measures and Limitations
4:00 – 5:00 p.m. - Brand Value Model & Brand Value Equation
                           Consideration Sets
                           Hierarchy of Value
                           Value Drives Choice, Choice Drives Loyalty
                           Segmentation & Pricing Implications
                           Examples (Starbucks Coffee Company, Cascade Engineering,
                            Mayo Clinic, Kellogg Company)

Overnight Thought Problem: How might you apply the Brand Value Model to your company brand, your product and service brands? What issues would you address? What value could be created? Impact on ‘Opportunity Gap? Be prepared to discuss in the morning…

5:00 p.m. – End of Day 1: Adjourn

Day II

8:00 – 8:30 a.m. - Continental Breakfast
8:30 – 9:00 a.m. – Recap and Discussion
                           BVM Discussion
                           Brand Strategy and Management SIG
9:00 – 10:00 a.m. - Competing for Customers and Capital
                             How to Talk the Language of the Boardroom and the Executive
                             Committee
                             How does this apply to your company/situation?
10:00 – 10:15 a.m. -BREAK
10:15 – 11:15 a.m. - Building a Brand Measurement/“Pull Branding” Culture and
                               Toolkit
                               Vision, Mission/Purpose and Values
                               What Types of Data are best for My Company? – List
                               Associated Measurements and Frequency of Measurement
                              (Push vs. Pull, S.T. vs. L.T.)
                               Brand Pillars and Service Flow ‘Drivers,’ Service Mapping
                               Restaurant Example
11:15 a.m. – 12:00 p.m. - Barriers to Implementation & How to Overcome
                                       Discussion
12:00 – 1:00 p.m. – LUNCH
1:00 – 3:00 p.m. – Workshop
                            Describe Case Study
                            Break-out Groups
                            Use Workbook
                            Detail Your Assumptions
3:00 p.m. – 3:10 p.m. – BREAK
3:10 – 4:00 p.m. – Workshop (Continued)
                            Present Findings and Solutions
                            Identify Value Drivers and KPI’s
                            Frequency of Measurement
                            How Performance Improvements Will Be Maintained Across
                           Organization
                            Expected Outcomes in Terms of KPI’s and Shareholder Value
4:00 – 4:30 p.m. - Discussion:
                           “Lessons Learned.”
                            What will You Do When You Get Back to Work?
                            Review of “What do you want to leave here with?”
4:30 – 5:00 p.m. – Debrief
5:00 p.m. - Depart

[1] Quality Assurance Device

[2] Corporate Social Responsibility

[3] Values Based Leadership and Values Based Management

[4] Net Promoter Score

Event Registration For:

299 Second Street
San Francisco, CA
10/5/2010 - 10/6/2010

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Training Series Hotel Location
Courtyard San Francisco Downtown
299 Second Street
San Francisco, CA 94105
Phone: 1 415.947.0700
Fax: 1 415.947.0800
Toll-free: 1 800.321.2211
Hotel Website: www.marriott.com/sfocd

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, event catering, indoor pool, and complete fitness room at a price that other luxury hotels cannot touch. Here to work? Enjoy the large work desk and free high-speed internet available in all rooms.

Rates: $229.00 single/double (plus applicable state & local taxes, currently 15.5% + $0.34 CA tourism fee, which are subject to change without prior notice)
Rates are based on availability.
Rates include complimentary in-room high speed internet access

Please call 1 415.947.0700 or 1 800.321.2211 & reference the American Marketing Association Training Series “Brand Measurement” to make reservations.
The cut-off date for reservations is September 6, 2010. After September 6, 2010, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival. Cancellations made after 6:00 p.m. hotel time on the day of arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

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

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.

Travel
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.

Rental Car
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 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number: D098599.

Directions & Transportation:
Area Airports
From San Francisco - SFO
Distance: 14 miles N
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom.

Estimated taxi fare: $40.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3.
Please visit http://www.supershuttle.com/ for more information or call 1 800 BLUE VAN (1 800.258.3826).
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK
Distance: 18 miles NW
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right.

Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Please visit http://www.supershuttle.com/ for more information or call 1 800 BLUE VAN (1 800.258.3826).
Single Fare One-Way: $27.00 (subject to change without notice)

From San Jose - SJC
Distance: 46 miles NW
Driving directions: Start going towards the Airport Exit on Airport pkwy. Turn Left on Guadalupe pkwy. Take the US-101 North ramp towards San Francisco. Merge on US-101 NORTH- stay on this for approximate 40 miles. Take the I-280 exit towards Daly City/Port of San Francisco. Continue on I-280 NORTH ramp towards PORT OF SF. Merge on I-280 NORTH. I-280 becomes King Street. Turn left on 2nd Street and Hotel is on the right at the corner of 2nd and Folsom.

Estimated taxi fare: $167.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SJC – Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservation. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van by the “Prearranged Pickup” sign located on the curb.
Please visit http://www.supershuttle.com/ for more information or call 1 800 BLUE VAN (1 800.258.3826).
Single Fare One-Way: $125.00 (subject to change without notice)

Public Transportation
Please visit the following websites for more information:
http://www.bart.gov/
http://www.sfmta.com/
http://www.caltrain.com/

Parking at the Hotel
Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $43.00 plus applicable taxes, currently 15.5% (subject to change without notice)
Valet parking includes in & out privileges.

There are no exhibits with this event.