International School of Management - ISM

International School Of Management
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ISM's main campus is situated in Paris' elegant 7th arrondissement, within easy walking distance of the Eiffel Tower, the Seine, and the park des Invalides. Strategic partnerships with St. John's University in New York, Fudan University in Shanghai, and Temple University Japan in Tokyo, reinforce ISM's prominent position in three more of the world's most important business capitals.
  • International School of Management - ISM
  • International School of Management - ISM
  • International School of Management - ISM
  • International School of Management - ISM
  • International School of Management - ISM
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Effective Brand Management Print E-mail
In today’s tumultuous corporate environment, brand builders face extreme pressure to deliver short-term profits and, at the same time, to enhance long term Shareholder value. Pressures to perform in the short-term are accentuated by the misperception that current earnings predict future earnings. As a result, managers are strongly incentivized to deliver on current earnings, and since brand building often results in a short-term net expense, there is a tendency to reduce support of brand development. What can be done to continue to build brand assets in the face of this short-term mindset, as well as hostile business environment? There are several imperatives. The first imperative is to develop brand-building programs that are cost-efficient as well as effective and credible. Firms no longer have the luxury of funding ineffective or marginal brand-building programs. The second imperative is to create a brand-driven culture, so that the pressure to reduce brand building will be addressed and the responsibility of building brands becomes everyone’s job, rather than solely the domain of marketing. And the third imperative is to create a set of brand metrics to measure the impact of the brand strategies. This course will help any brand strategist to better understand the basics of harnessing the organization to build brands by providing a much needed emphasis to organize and live the brand. In addition to providing new perspectives, concepts and tools to help brand builders engage their organization, there will also be a sharing of a new way to look at the brand – the brand-customer relationship.
 
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ISM Paris
148, rue de Grenelle,
75007 Paris, France
Tel: + 33 (0)1 45 51 09 09
Fax: +33 (0)1 45 51 09 08
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US Admissions

ISM New York
110 E 59th Street, New York
NY 10022, USA
+ 1 212 371 4144
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