Brand equity is built over time and takes tenacity and discipline to establish and solidify. All marketing tactics and every interaction you have with your target audience is an opportunity to build equity. Often, the focus is on traditional communication vehicles such as advertising and website. Marketers also need to consider events and corporate spaces, such as lobbies and briefing centers, as important components for communicating their brand. In this session, you'll learn the basic building blocks to building brand equity, the importance of documenting and following brand guidelines, and how critical it is to maintain brand continuity through in-person events, environments, and experiences. Session elements include:
 •  Review the strategic brand management process and the brand resonance pyramid
 •  Understand the importance of formalizing brand guidelines
 •  Review the principles and benefits of a thorough brand audit
 •  Evaluate good and not-so-good brand continuity examples