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2012 Branding Bootcamp-Cleveland, OH 

DoubleTree by Hilton Hotel Cleveland Downtown-Lakeside, 1111 Lakeside Avenue 
Cleveland , OH  44114 
3/13/2012 8:00 AM  - 3/14/2012 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

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.

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
Hotel Information

DoubleTree by Hilton Hotel Cleveland Downtown - Lakeside

1111 Lakeside Avenue

Cleveland, OH 44114
Telephone: 1 216.241.5100

Fax: 1 216.241.7437

Website: www.clevelanddowntownlakeside.doubletree.com

The Doubletree Cleveland Downtown Lakeside hotel is conveniently located just off I-90 and provides full service hotel accommodations overlooking the shores of Lake Erie, close to all popular downtown Cleveland attractions. The modern hotel is only 20 minutes north of Cleveland Hopkins International Airport (CLE) and one block south of Burke Lakefront Airport (BKL).

 

Stay at the Doubletree hotel near Cleveland Brown Stadium and you'll be within walking distance of the local games and the Great Lakes Science Center. And, you won't find another downtown hotel located as close to the Rock and Roll Hall of Fame! Hotel guests enjoy scheduled complimentary, based on availability, shuttle service to all well-known downtown Cleveland attractions.

 

Hop a ride to Progressive Field, The Q (Quicken Loans Arena), Cleveland State University's Wolstein Center or Playhouse Square. Enjoy an eclectic mix of restaurants, galleries, shops, businesses and nightclubs at the historic Warehouse District. The Hotel also provides scheduled shuttle service, based on availability, to the world renowned Cleveland Clinic, University Hospitals and museums located at University Circle.

 

Spacious guest rooms and suites boast a long list of guestroom amenities, generous work surfaces, luxurious Sweet Dreams® beds, flat panel TVs and complimentary high-speed Internet access. For your convenience, wireless HSIA is also available in public areas throughout the hotel.


Rates: $109.00 single/double (plus applicable tax, currently 16.25%, subject to change)

Please call 1 800.222.TREE or 1 216.241.5100 & reference the American Marketing Association to make reservations.  Rates are based on availability. 

The cut-off date for reservations is February 13, 2012.  After February 13, 2012, reservations will be accepted based on availability and at the prevailing rate.  Reservations must be accompanied by a first night room & tax deposit.  The deposit is refundable if cancellation notice is received by 6:00 pm, hotel time, on the day of arrival. 

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 a room(s) becomes available.  Guests checking out early may be assessed an early departure fee.  Upon check-in, please confirm your departure date.

Area Attractions, Events & Tourism

Please visit http://www.positivelycleveland.com/ for additional city information.

Conference Attire 

Conference attire is business casual. Meeting rooms tend to 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.

Airport & Transportation

Cleveland Hopkins International Airport (CLE) – 12 miles

Take 71 North into downtown Cleveland. Take the East 9th Street Exit. Once on East 9th Street, go 8 traffic lights to Lakeside Avenue. Make a right onto Lakeside Avenue. Hotel is one block down on the left hand side on 12th and Lakeside

Taxis from the Airport are approximately $35.00 one-way, depending on time of day & traffic.

Parking

Self parking is available at the hotel for $16.00 per night & includes in & out privileges.  Rates are subject to change without notice.

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

Alamo Rent-A-Car

Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama

or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car

Great Cars. Low Rates. Free Pick-up.

When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:

http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null

Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental

As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com. 
To make a reservation online click here:

https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama

or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Directions

From the East: Take 90 West to Route 2 West to the East 9th Street Exit. Make a left onto East 9th Street. Take East 9th Street 1 block to Lakeside Ave. Make a left onto Lakeside Ave. Hotel is 1 block up on the left hand side on 12th and Lakeside.

From the West: Take 90 East to the East 9th St. Exit. Take East 9th Street to Lakeside Ave. Make a right onto Lakeside Ave. Hotel is 1 block up on the left hand side on 12th and Lakeside.

From 77 take the East 9th Street exit to Lakeside Ave. Make a right onto Lakeside Ave. Hotel is one block up on the left hand side at 12th and Lakeside.

From 71 merge onto I-90 East. Take the East 9th Street exit. Once on East 9th Street, go 8 traffic lights to Lakeside Ave. Make a right onto Lakeside Ave. Hotel is one block down on left hand side at 12th and Lakeside.