How to Build a Brand that Supports your Marketing Strategy
The Participants will be taken on the marketing journey from defining a brand, to creating a brand strategy. Trevor will discuss a number of classic brand examples of how companies go about in attaching a personal meaning to their branded commodities. Brands are not just symbols or logos but also have an emotional meaning to some consumers.
How a new or existing business takes their brand into China?
And what are the pitfalls they can experience around their current brand colours or logo design.
You will hear the brand story of how Nike broke into the Chinese market and created a revenue stream of $1 billion, and what communication mediums certain companies are using for their brands in China.
Liz Holland-Clarke, a Registered Trade Mark Attorney, will share knowledge about the Intellectual property and Brand protection for the companies aiming overseas.
Brand & Marketing Consultant
Trevor holds an MBA degree in Strategic Management and is a Certified Practicing Marketer of Australia and a Charter Marketer of E.U.
Trevor is a Business Solutions and Growth Strategies Executive in RDA Barossa and a former Chairman of Australia Marketing Institute(AMI). He has a wealth of business experience in business strategies, brand management and CRM. In his career he launched 3 major loyalty membership clubs, locally and internationally. The loyalty club in SA has a revenue stream that generates millions of dollars, which resulted in him writing a book “Attaining Ultimate Results from your Loyalty Club” to share his CRM knowledge and the importance of retaining your customers by moving from a transactional marketing model to a more profitable relationship marketing model.
Lawyer & Trade Mark Attorney
Liz Holland-Clarke is a Lawyer and Trade Mark Attorney with a management background and a wide range of experience. She started her own legal practice in 2011 as a sole practitioner and provides practical legal advice incorporating strategic commercial business services to her clients. Liz has specialist industry experience in the Trade Marks & Branding, Biotechnology industry, Research & Innovation in education, health, engineering, Defence, Agricultural and Food Testing industries, Equine industry and Computer Software industry.