Branding Boot Camp: Philadelphia

Courtyard Philadelphia Downtown
21 N. Juniper Street, Philadelphia, PA 19107
11/13/2012 8:00 AM - 11/14/2012 12:00 PM
Register before 10/17/2012 12:00 AM for early registration fee


AMA Branding Boot Camp | Tools for Building Brands

Effectively leveraging your brand strengths can help you establish competitive differentiation and customer loyalty, regardless of your industry, product or service.

Listen to a podcast by one of the Branding Boot Camp instructors, Debra Semans, Senior Vice President, Polaris Marketing Research, Inc. here!

The AMA Branding Boot Camp™ is a new professional development opportunity that will give you the understanding and tools to enhance your brand’s strength.

By attending this Boot Camp you will explore fundamental brand concepts that will:

  • Help you evaluate your current brand
  • Identify ways to strengthen and improve your brand
  • Develop plans and tactics for implementation

What You Will Learn

  • Identify the essential building blocks of a successful brand
  • Factor brands into your organization’s overall success
  • Develop an effective brand architecture
  • Create a compelling brand position
  • Conduct marketing research to evaluate and track brand progress

“Instructor was engaging and the content was excellent. This is the most beneficial seminar I have been to.”

– Branding Boot Camp™ Attendee

Who Should Attend

  • Marketing professionals, business managers and entrepreneurs who are interested in improving their brands
  • Graduates of the AMA’s Marketing, Nonprofit Marketing, Marketing Research and/or Marketing Planning Boot Camp
  • Experienced marketers who want a refresher on branding fundamentals

Cancellation Policy

Cancellations received prior to 4 weeks before the event will receive a refund minus a $75 cancellation fee. Within 4 weeks of event refunds will be granted minus a $150 cancellation fee. There will be no refunds issued on or after the day of the event.

About the Instructor - Ron Strauss



8:00 - 8:30 am - Registration and continental breakfast. Lunch and breaks provided throughout the day.

8:30 am - 5:00 pm - Program

What is a brand?

Why are brands important?

How do brands deliver to the bottom line?

What is brand equity and the anatomy of a brand?

Core Essence

  • Functional benefits
  • Emotional benefits
  • Heritage
  • Identity and symbols
  • Personality
  • Intangible identifiers
  • Brand architecture

Brand Space — Permissions and Limitations

Brand Experience


8:00 - 8:30 am - Continental breakfast. A break provided will be provided during the morning.

8:30 am - 12:00 pm - Program

Brand positioning

Internal branding

Review of course and Q & A

This event has passed and is unavailable for registration.

Boot Camp Hotel Location

Courtyard Philadelphia Downtown

21 N. Juniper Street Philadelphia, PA 19107

Phone: 1 215.496.3200    Fax: 1 215.496.3696

The Courtyard Philadelphia Downtown, a historic Philadelphia hotel located in the Business District across from City Hall, is only one block away from the Pennsylvania Convention Center. The hotel is listed on the "National Register of Historic Places" and stands as a charming testament to time with unique architectural details. Enjoy a variety of hotel amenities, including a fitness center, indoor pool, the on-site restaurant, NINETEEN 26, and complimentary wireless internet access. The downtown Philadelphia hotel is convenient to the Historic Districts, University of Pennsylvania, Independence Hall and renowned restaurants and shopping.

Rates: $169.00 Single/Double occupancy (plus applicable state & local taxes, currently 15.2%)  Rates are based on availability.

Rates include complimentary in-room high speed internet access.

Please call 1 800.321.2211 or 1 215.496.3200 & mention the AMA Branding Boot Camp. You must make your hotel reservations by October 15, 2012 and properly identify yourself to qualify for the special group rate.

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m. hotel time on the day of arrival.  Cancellations made after 6:00 p.m. hotel time on the day of arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m. and check out is at 12:00 p.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available.  Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered.

Area Attractions & Events

Please visit the Philadelphia Convention & Visitors Bureau for additional city information.


The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply. 

Alamo Rent-A-Car

Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car

Great Cars. Low Rates. Free Pick-up.

When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.

Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental

As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.

Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.


Philadelphia International Airport - PHL

Distance: 10 miles SE

Driving Directions: Take Interstate 95 North to Interstate 676 West (Central Philadelphia) and exit at Broad Street (Route 611). Stay in the left lane and take the first left turn onto Vine Street. Continue on Vine Street to 12th Street and turn right. Proceed to Market Street and turn right. Follow Market Street toward City Hall and the hotel will be on the right immediately after the first traffic light.



Taxicabs are readily available at the Philadelphia International Airport. The estimated taxi fare is approx. $29.00 one-way.

Public Transportation

Train service from the airport is available on SEPTA (Southeastern Pennsylvania Transportation Authority).

Shuttle Service

Lady Liberty Transportation provides airport shuttle service to & from the Philadelphia International Airport. Fares are $10.00 one-way (subject to change without notice).

Travel from the Philadelphia International Airport:

Reservations are not required for airport arrivals. Service is available from 5:30am until 12:00 midnight. Proceed to the ground transportation counter upon arrival (located near Baggage Claim) and register with the counter attendant (ticket number will be called when van arrives). Dial 27 from the ground transportation counter phones (in Baggage Claim) and inform dispatcher of destination and number in party (please call after luggage is claimed). The ground transportation counter employees will then coordinate you outside to your Lady Liberty Shuttle van. Lady Liberty Shuttles pick up outside baggage claim at ZONE 7.

Travel to the Philadelphia International Airport:

Call 1 215.724.8888 to make a reservation in advance. Recommended pick-up time is at least 2 to 2.5 hours before departure time for domestic flights. Recommended pick-up time is at least 3 to 3.5 hours before departure time for international flights.

Parking at the Hotel

The Courtyard Philadelphia Downtown offers valet parking at a rate of $21.60 per day (up to 8 hours) or $45.60 overnight (subject to change without notice).  Overnight parking includes in & out privileges.

​There are no sponsorship opportunities at this event.