The Strategic Brand Management program teaches business owners and executives how to extend the life of their brands from one generation to the next by understanding concepts like brand equity, building brand associations, and developing branding strategies. The program uses lectures, workshops, and case discussions to challenge participants to manage brands over time and geographic barriers. It is directed by Dr. Karen de Asis who has over 20 years of marketing experience including brand management.

1. Strategic Brand
Management
Extending the Life ofYour Brand from One Generation to the Next
EXECUTIVE EDUCATION AND
LIFELONG LEARNING CENTER
ASIAN INSTITUTE OF MANAGEMENT
Joseph R. McMicking Campus,
Eugenio Lopez Foundation Bldg,
123 Paseo de Roxas, Makati City, Philippines
Tel. nos : +632 8924011 Telefax : +632 8932050, 8932031
http://excell.aim.edu
http://exceed.aim.edu

2. NEW 2013
PROGRAM OVERVIEW
PROGRAM CONTENT
RECOMMENDED FOR
TEACHING METHODS
PROGRAM DIRECTOR
Business owners and executives are aware that one of the most valuable assets of a firm are the brands they
have created, invested in and developed over time. While manufacturing processes and factory designs can be
imitated, it has been recognized that perceptions, beliefs and attitudes established in the minds of consumers
become identified solely with a product that has become a brand. The challenge is how to keep the dynamics
between the consumer and the brand alive and sustained over time from one generation to the next.
The program challenges the individual to:
• To understand branding and customer based brand equity
• Building brand equity
• Brand equity research and measurement
• Leveraging on primary and secondary brand associations to build brand equity
• Branding strategies across the Brand-Product matrix
• Managing brands over time
• Managing brands across geographic barriers
Business owners and executives with primary knowledge of marketing concepts and practice.
A combination of teaching methods will be applied – lectures, workshops, group presentations and
discussions including application of the AIM case method.
Dr. Karen V. de Asis is the Program Director of the Strategic Brand Management course. She has over
twenty years of experience in Marketing that includes Strategic Marketing Planning, Business
Development, Sales and Channel management, Advertising, New Product Development, Brand
Management, Marketing Public Relations, and Direct Marketing. She received the Agora Award for
Excellence in Marketing Education in 2003. Dr. de Asis holds a MBA degree from Ateneo and a
doctorate degree in Education major in Leadership and Management, with High Distinction, from
the De La Salle University.

3. NEW 2013
CONTACT US
For INDONESIA, please contact :
Representative of AIM for Executive Education program in Jakarta,
Martinus Benjamin
Tel. nos : +6221 2965588, +6221 30050688
Mobile : +62 8121280008
Email : martinus.benjamin@ultimatesmart.com
ASIAN INSTITUTE OF MANAGEMENT
Joseph R. McMicking Campus,
Eugenio Lopez Foundation Bldg,
123 Paseo de Roxas, Makati City,
Philippines
Tel. nos : +632 8924011
Telefax : +632 8932050, 8932031
http://excell.aim.edu
http://exceed.aim.edu