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E-Seminars: E-Seminar Detail
 



E-Seminars in This Series

E-Seminar 2
Experiential Branding


E-Seminar 3
Branding and the Creative Organization


Brand Leadership
A Series of Three E-Seminars


 
Brand Leadership
E-Seminar 1, Brand Identity and Strategy

Taught by: Bernd H. Schmitt

Description
E-Seminar Description
The three-part Brand Leadership series is structured around three hot topics in the business world today:

  • What makes a strong brand, and how does it provide value?
  • How should we manage global brands and the experiences they provide?
  • How can we bring more creativity into business—for internal as well as external branding?


  • In Seminar 1, Brand Identity and Strategy, Professor Bernd Schmitt of Columbia Business School explains the five key steps that companies must take to successfully manage their brands: brandCORE, brandID, brandEXECUTION, brandLEVERAGE, and brandSCORE. Using examples from Godiva, Cathay Pacific, and W Hotels, he emphasizes the importance of visual aesthetics and meaningful "themes" in creating a strong identity. Professor Schmitt also analyzes one of the critical challenges facing business in the twenty-first century: when to maintain a single global identity vs. when to localize.

    This e-seminar features two presentations by guests from the private sector: a narrated slide show on the topic of branding for mergers and acquisitions, and an interactive that introduces students to the step–by–step brand valuation process.
    E-Seminar Length:3-5 hours
    Start Date:Anytime
    Credits:Not-for-Credit
    Prerequisites:None
    Moderator:None
    Columbia Students, Faculty, Staff, and Alumni:FREE

    Interested in this
    e-seminar?
    Go to the e-seminar now*.

    Note: Columbia students, faculty, staff, and alumni will need to use their University Network ID (UNI) to access e-seminars.



    E-Seminar Objectives | Outline | Instructor's Background | Recommended Reading | Technical Requirements

    E-Seminar Objectives
    •    Understand the five key factors common to strong brands.

    •    See how three very different companies have created strong identities.

    •    Consider some key strategic issues related to managing identity.

    •    Learn how brand valuation works.

    •    Analyze a particular brandís execution of its name, visual identity, and brand architecture (optional assignment).

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    Outline
    1. Introduction to the Brand Leadership Model
    2. What Makes a Brand?
    3. Creating an Identity
    4. Managing a Brand
    5. Measuring Brand Value
    6. Conclusion and Assignment

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    Instructor's Background
    Instructor's Background
    Bernd Schmitt (Ph.D., Cornell University) is Professor of Business at Columbia Business School in New York and the Executive Director of the Center on Global Brand Leadership with offices at Columbia Business School, the University of Munich, ESADE in Barcelona, and the University of Hong Kong.

    Schmitt's best-selling books have been translated into fifteen languages. He is the author of Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands (The Free Press, 1999). He is the coauthor of Marketing Aesthetics: The Strategic Management of Brands, Identity and Image (The Free Press, 1997) and most recently, Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity (The Free Press, 2001). In addition, he is the author and coauthor of more than fifty articles in marketing, management, and psychology journals.

    Schmitt is a frequent keynote speaker at national and international conferences. He has worked with numerous clients around the world, including the Absolut Company, Ahold, American Home Products, Asatsu-DK, Avon, Cadbury-Schweppes, Cathay Pacific, Chandon Estates, Chubb Corporation, Clarica Life Insurance, Eli Lilly, Electronic Arts, Ericsson, Estee Lauder, Ferragamo, Ford, Gabelli Funds, Genesys, Glaxo Wellcome, Hearst Corporation, Henkel, Hilton Hotels, Kimberly-Clark, Landor, LVMH, McKinsey & Co., M&M Mars, Motorola, Ogilvy & Mather, Pacific Corp., Philip Morris, Pfizer, Porter Novelli, Procter and Gamble, R. R. Donnelly, SAP, Seagram, Sephora, Siemens, Sony, Sunstar, Tata Industries, Telefonica, 24/7 Media, Unilever, UNICEF, Vogue magazine, Volkswagen, Volvo and Wheelock (among others). He has appeared on CNN, CNNfn, BBC, CNBC, CNBC-Asia, NHK and other TV stations around the world and has contributed articles on business issues to the New York Times, the Financial Times, and the Asian Wall Street Journal.

    For more information, please visit www.MeetSchmitt.com.

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    Recommended Reading
    Aaker, David. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press, 1991.

    Keller, Kevin Lane. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall, 1998.

    Schmitt, Bernd H., and Alex Simonson. Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: Free Press, 1997.

    Kapferer, Jean-Noel. Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 2nd ed. London; Dover, NH, USA: Kogan Page, 1997.

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    Technical Requirements
    You will need to use a computer with Internet access to complete this course. We recommend the following minimum configurations:

    IBM-COMPATIBLE PC
    Windows 95, 98, 2000, XP, or NT
    64 MB of RAM (128 recommended)
    Monitor: 800x600 resolution recommended
    Connection: Internet service and 56K modem minimum
    Browser: Internet Explorer 4 or above (Internet Explorer 5 strongly recommended) or Netscape 4.7 or above
    Sound Card (if you can hear audio you have a sound card)
    Plug-ins: RealPlayer 7 or later; Flash Player 5 or later; Acrobat Reader 5 or later
    (all plug-ins are free)

    MACINTOSH
    MAC OS 8.6 or higher
    64 MB of RAM (128 recommended)
    Monitor: 800x600 resolution recommended
    Connection: Internet service and 56K modem minimum
    Browser: Internet Explorer 5 or above or Netscape 4.7 or above
    Sound Card (if you can hear audio you have a sound card)
    Plug-ins: RealPlayer 7 or later; Flash Player 5 or later; Acrobat Reader 5 or later
    (all plug-ins are free)

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