The presentation concentrates on advanced branding concepts for libraries and information services. Brand-building strategies which center around colors, logos, names, and taglines skim only the surface of branding. These visual characteristics merely represent the brand. The actual brand is how customers think and feel about what a library/information service does and what it stands for. Crafting strategies which can impact the intangible aspects of a brand and its relationship with customers is the focus of this master class in branding.

The presentation will concentrate on advanced branding concepts aimed at adding depth to information service brand management strategies. Brand portfolios, revitalization, and brand expansion are among the topics to be discussed. The presentation will also address specific information service brand challenges such as inheriting a negative brand, living the brand promise, co-branding pitfalls, and thriving in a brand-cluttered environment.

Targeted Learners: This presentation targets professionals who are interested in expanding their knowledge of branding and learning strategies for managing their information service brand. The course materials are intermediate to advanced level and require an understanding of branding fundamentals in order to extract the greatest benefit from the materials.

Critical Learning Questions
1. What is a brand portfolio, how is it defined, and what role does it play in brand management?
2. How can a information service brand be revitalized?
3. What are the best long-term brand management strategies for taking advantage of opportunities?
4. How can some common information services branding challenges be successfully overcome?

V-Pak Only (The V-Pak includes an audio tape of the session, hardcopy of handouts and instructions on how to access the Powerpoint presentation on the web.)Member $95
Non Member $145 Click here to purchase v-pak.
To return to the Virtual Seminar homepage click here.