Branding: What’s in a Name?



Branding is usually approached from a marketing perspective or from the perspective of a trademark attorney. In this transdisciplinary workshop, hear from experts on market analytics, consumer psychology, and trademark law to learn how to build a better brand for a start-up or a new product line. Participate in a rich discussion with experts in these fields and engage with the concepts through in-class group exercises. Learn why some brands soar and others flop. Earn 1 Kentucky and Ohio CLE credit at this workshop on June 10, 2014 in Blue Ash. Learn more.

Learning Objectives:

  1. Working knowledge of brand equity management principles
  2. An introduction to brand equity management tools, including the Young & Rubricam Power Grid
  3. Discover which words and colors fascinate us neurologically
  4. How to measure your brand equity – an introduction
  5. The basics on how to avoid trademark infringement
  6. How to select marks that may be eligible for federal trademark protection
  7. How to build an integrated legal and business brand management strategy

Special thanks to our facilitators:

  • Kenneth B. Germain, distinguished senior fellow, NKU Chase College of Law; of counsel, Wood Herron & Evans
  • Frank R. Kardes, Ph.D., professor of marketing, UC
  • Aron Levin, Ph.D., professor of marketing, NKU Haile/US Bank College of Business; director, Marketing Research Partnership Program at NKU

This workshop is part of the “Small Business Essentials Series” hosted by the Cincinnati Business Courier and sponsored by NKU Chase College of Law.  NKU Alumni, contact Lindsey Jaeger at 859.572.5783 or for a 15% discount code.