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Brand Leadership

By: Lagos Business School   

Lagos State, Nigeria

14 - 15 Jul, 2014  2 day

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In the mid-1990s, when brand management gripped the Nigerian marketing communications industry, it seemed to be another management fad that would blow away within a few years. The use and adoption of brand management increased as one industry after another discovered that brand awareness, perceived quality, customer loyalty, strong brand association and personality, all which are hallmarks of brand management, were necessary to compete in the marketplace. Some business organisations such as hospitals, software firms, oil field suppliers and so on discovered branding especially at the corporate level for the first time. Others, such as banks, fast moving consumer grocery firms, automobile marketers, came to the realisation of the need to revitalise their brand management systems to keep pace with the ever changing competitive landscape.

The interest in branding would continue to rise and the powerful forces of competition and desire for market leadership would fuel the continued interest in branding in this decade and beyond.

In order to stay ahead of today’s fiercely competitive market, and a variety of market forces, business organisations must develop brands that would lead over time in the marketplace.


  • Brand leadership: the customer, competition, and company triad
  • Building a strong brand leader: the customer, competition, and company triad
  • The brand customer: hitting the bull’s eye
  • Competitive analysis for effective brand leadership positioning
  • Corporate strategy and corporate personality: the link within
  •  Brand leadership strategy
  • Corporate strategy and brand strategy: the inevitable link within
  • Brand naming and renaming
  • Brand leadership development strategies I
  • Brand leadership development strategies II

Targeted Audience:

Team leaders, middle to senior-level functional managers in both private and public sector organisations whose roles require a good understanding of brand management practices and marketing communications professionals.

Lagos Business School, Pan-Atlantic University, Km 22, Lekki-Epe Expressway, Ajah, Lagos, Nigeria Jul 14 - 15 Jul, 2014
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+234-8025014623; 08025014624; 08058097448