From Branding Vision to Brand Evaluation
Leslie de Chernatony
De Vere Venues – London – UK
01st May 2007

Leslie de Chernatony is a Professor of Brand Marketing and Director of Centre for Research in Brand Marketing at Birmingham Business School, widely acclaimed as one of the leading experts and writers on strategic brand management.
Entitled 'From Brand Vision to Brand Evaluation' this brand new brand strategy event builds on Leslie's extensive research and bestselling books and this event was attended for professionals iengaged in developing, creating and implementing successful and sustainable brand strategies.

In his seminar, Leslie emphasizes the topics:

- Brand as valuable assets
- The strategic brand planning framework
- Brand visioning: future, purpose and values
- Auditing the brandsphere
- Evaluating brand performance
- Shifting brand paradigm

It is really difficult to summarise all the topics covered during this valuable section, although I can highlight some important topics, as follow below:

- We are leaving an intangible era which the quality of the company and branding strategy can determine the success of a product or service.
- Companies should clearly state the corporate culture in order to co-create values and relationships with customers.
- Branding planning should include the factors and drivers of success. This means to have a dream to achieve. This dream just can be achieved through a team effort envisaging the company’s culture.
- The brand benefits can be built through three spheres: Rational, Emotional and Rational.
- In nowadays brands represent a company promisse. This promisse must be distinctive, valued, consistently delivered and kept over time.
- Brand evaluation includes: brand vision, organisational culture, brand objectives, audit brandsphere, brand essence and brand resourcing.
- Brand vision includes envisioned future, values and purpose.

In fact, branding must be considered a valued activity inside Small, Medium and Blue Chips companies, because brands represent company’s reputation. This is necessary to involve all the stakeholder in the branding process. Moreover, companies should audit brands’ values and propositions regularly, in order to re-build strategies and tactics.

The seminar was really interesting and valuable for me as a marketing professional, because I could taken part in activities with experieced marketing professionals and to listen Leslie’s feelings and knowledge. I learned a lot today ! I just must say thanks to the University of Hertfordshire – GCU and the Global Marketing for this unvaluable opportunity.

If you are interested in branding, please let me know and I will be pleasured to exchange some ideas and my little marketing knowledge with you all.

Links:
From Brand Vision to Brand Evaluation
Global Marketing Network
The University of Hertfordshire
Brand Finance

Fabio Oliveira
MBA Marketing
FGV - Brazil
MSc Strategic Marketing
The University of Hertfordshire