About this Course

Brand, despite being a common daily terminology used by consumers and marketers alike, is also one of the most misunderstood concepts. In this increasing competitive and connected marketing environment, brand plays an even more significant and important role to create an image to differentiate one’s product/service offerings.

Brand image creates expectations for its stakeholders. It communicates who you are, what you are, how you operate, and how you are different from your competitors. In summary, a brand is a promise - a promise that the owner must honour and the stakeholders expect it to be met.

Unfortunately, there are still many people who misunderstand the underlying requirements in brand building by simply giving their product/service a nice or clever name, logo and/or slogan and then advertise them.

This seminar/workshop aims to clarify the misconceptions of brand building and provides participants with the fundamental conceptual understanding and applications in building a brand.

Objectives

Upon completion of this workshop, participants will be able to;

• Be able to identify common sources of misunderstandings and misconceptions about brand
  
• Be able to explain and differentiate between a “Product” , a “Service” and a “brand”
  
• Be able to evaluate the benefits and limitations of having a “brand”
  
• Have a clear understanding of the importance of selecting the right elements for a brand
  
• Have a clear understanding of the key concepts of brand building and brand equity
  
• Be able to grasp the basic concepts and fundamentals in building a strong brand
  

Target Audience

• Executives currently engaged in Marketing Communications; Marketing; Brand Management and Sales
  
• Executives interested in pursuing a career in Marketing, Brand Management or Entrepreneurship
  
• Others who are interested to gain critical knowledge and insights into brands and branding concepts and practices
  

Duration

Two days

Curriculum

Welcome and Course Introduction

• “Ice Breaker” Activities
  
• Setting Expectations and Learning Outcomes
  
• Introduction of Brands and Branding
  
• What is a Strong Brand?
  
• Common Misconception of Branding
  
• Class Activities and Presentations
  

Understanding and Planning Brand Building

• Role of Brands in Strategic Marketing Planning
  
• Key Concepts and Applications in Brand Building and Brand Management
  
• Class Activities and Presentations
  
• Selecting and Choosing Brand Elements
  
• Branding Strategies
  
• Integrating IMC Strategies in Brand Building
  
• Class Activities and Presentations
  

Brand Building Exercise

• Review of Key Concepts and Role of Brands and Branding
  
• Planning to Build a Strong Brand
  
• Outline Steps in Brand Building
  
• Class Activities and Presentations
  
• Review Planning and Steps to Build a Strong Brand
  
• Developing a Proposal for Brand Building Plan for a Product/Service
  
• Class Activities and Presentations
  

Brand Building Exercise Presentation and Feedbacks

• Group Presentation Proposed Brand Building Plan Outline
  
• Feedbacks on Proposed Brand Building Plan Outline
  
• Questions and Answers
  
• Review Learning Outcomes and Reflections
  
• Till We Meet Again!
  

Methodologies

A practical approach will be taken with 70% of the course on application and practical sessions with 30% on techniques and concepts.

Training comprises a combination of:

• Visually stimulating sessions
  
• Group activities and break up discussions
  
• Real-life application activities
  
• Practical worksheets
  
• Useful checklists and systematic guidelines
  

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