"Converting Brand Equity Into Shareholder Value"
Part of a Seminar Series on "Growing Intellectual
Capital Assets---A Revolution in Management"
TUESDAY, JANUARY 22, 2002
By Mr. Don Presson
IC Growth, Inc.
By Mr. Ross Halleck
Chief Executive Officer
Invitation-only. 6:00 - 8:00 p.m.
Value today is created primarily from the growth of
an organization's intellectual capital assets (ICAs). Yet, management
methodologies around ICAs have evolved slowly. In conjunction with
IC Growth, the Center is offering a Seminar Series "Growing Intellectual
Capital Assets---A Revolution in Management," focused on converting
ICAs to shareholder value. The Seminar Series will cover intellectual
capital assets, including intellectual property, customer capital,
organizational capital, and branding.
The first Seminar on January 22 focuses on branding as an intellectual
capital asset. It will be presented by Halleck Inc., Silicon Valley's
preeminent creative services agency that works with companies to
build lasting brand relationships with their customers, along with
In the latter part of the last century, intangible assets
became responsible for creating more value than tangible assets
in the overall economy. During the Dot.com era, however, "Brand
Building" developed an unfortunate association with "Burn Rate."
In truth, when considering real companies that provide real value
to their constituents, brand equity can be demonstrated to enhance
shareholder value measurably.
Brand is ultimately the price someone is willing to pay for a
good or service over and above the price with no brand. Every organization,
from its initial beginnings to a mature multi-billion dollar enterprise,
must develop a brand strategy.
BENEFITS FROM PARTICIPATION
Key benefits of this seminar include:
How a Brand Strategy is instrumental to managing intangible
How Brand Strategy can be converted into an intellectual
capital asset called brand equity; and
How to grow brand equity and measure its impact on shareholder
FOR FURTHER INFORMATION
This invitation-only seminar is intended for senior
executives in both management and marketing who are responsible
for delivering increasing value to their shareholders, employees,
and customers. For further information on this program, contact:
Dr. Venilde Jeronimo
Director of Programs