Brand building has been widely acknowledged as an effective tool to help businesses to differentiate themselves and achieve long term profitability. However, many organisations lack a common understanding amongst staff in the branding process resulting in incoherent efforts across departments. In addition, some companies see brand building as a “one-time exercise” and fail to nurture and grow the brand/s over time with new initiatives. The truth is brand building is a long term effort, in fact it never ends.

This two-day practical and intensive brand strategy workshop is specially designed to provide organisations with practical techniques and tips to build winning brands in the market. The workshop is packed with insights from both global and Asian brands that can be implemented quickly and inexpensively. This is a hands-on and highly interactive workshop.

This Course is design for Business owners, managers and executives who need a brand-focused orientation; Non-marketing functional managers and executives looking to acquire strong branding knowledge; and for those who need to update themselves and seek new ideas on brand building.

You will Learn:

Overview of Branding

• Market trends and challenges
• Pitfalls, traps & opportunities
• Case examples and exercise

Gathering Customer Insights

• Qualitative and Quantitative techniques
• “Measuring” brand experience
• Field exercise (participants will be tasked to conduct a “live” brand experience audit on a particular brand)

Branding Techniques (Part 1)

• Creating a brand building model
• Developing a differentiated, credible and relevant brand
• Case examples and exercise revolution

Branding Techniques (Part 2)

• Creating an attractive Brand Image
• Using the power of emotion
• Case examples and exercise

Sustaining the Brand

• Aligning the brand internally and externally
• Evolution versus revolution
• Case examples and exercise

Course Durations: 2days

Quick Tip

A product has a life cycle but a strong brand can possibly achieve immortality. A key aspect of the importance of brands to a firm is their role as a growth engine. Building a strong brand begins with a clear roadmap, a formalised brand strategy that guides execution that is meaningful and impactful.