Organised by IDA, this series of 4 brand workshops are designed to provide senior management executives in the Singapore Infocomm industry with the key concepts, tools and insights about brand strategy and management. The workshops will provide a key platform for developing and implementing brands, and they will also serve as a discussion forum among participants to share industry experience with regards to branding.

The main objectives of the 4 workshops are:

1. To Develop Brand Management Skills.

This is the primary objective of the workshops. The focus is on the effective management of brands in order to enhance shareholder value and the purpose is to provide an in-depth understanding of brand management strategies and their application. The scope includes a variety of brand management issues enabling the participants to successfully building and managing their own brands.

2. To Understand And Apply Major Brand Management Concepts And Tools.

The workshops seek to discuss and evaluate the principles and frameworks for brand building and management as well as their application in the real world.

3. To Help Participants Appreciate The Importance Of Branding And Brands As An Integrated Part Of Business Strategy.

At the end of the 4 workshops, participants will be able to formulate, plan, execute and evaluate a fully integrated brand strategy.

Workshop 1: Introduction to branding: 10 steps to build a brand

This is the introductory workshop which outlines the key concepts and tools for branding, how it adds value to businesses and why it will become increasingly important for Asian businesses. The workshop will outline the 10 steps to build a brand and provide an overview of brand strategy and management.

Workshop 2: Brand audit, brand equity and brand valuation

The brand audit is the essential first step for companies in the brand building process. It is a comprehensive process that involves four major phases: company analysis, customer analysis, competitor analysis and stakeholder analysis. The purpose of the brand audit is to provide the management with an overall analysis of the brand from internal and external sources. The brand audit provides a structured framework and a firm foundation on which companies can define brand identities and strategize their future actions.

The brand equity measure relates to how brands are driving customer demand and also influencing long term loyalty. The financial measure is the net present value of expected future earnings which is a common concept in business and within the financial community.

Workshop 3: Brand identity, strategy and positioning

A brand identity describes the company’s strategic intention for the brand, its uniqueness, meaning and values, and basically how the brand aims at being positioned in the market place. It projects how the company wants the brand to be perceived by customers and other stakeholders. Brand identity is the strategic charter for the brand and links closely to the overall business strategy.

The brand identity of a brand serves two main purposes. Internally, the identity guides all the strategic decisions regarding the brand like the communication decisions, the brand/line extension decisions, the brand architecture decisions, and the association and partnering decisions. Externally, it provides the customers with a clear sense of what the brand stands for, its essence, promises and personality – depending on how well the company expresses and delivers on the promises from the brand identity.

Workshop 4: Brand implementation and management

The final step in building a brand is the brand implementation process. The previous workshops of brand research and brand identity will enable the company to establish the foundation of the brand and its intended direction. The brand implementation phase is where all the formulated strategies are put into practice in the market place. It brings the brand to life and this is where brand associations ultimately start to form in the mindset of customers. Successful brands align their touch points with all stakeholders, and the workshop will illustrate how this is done internally and externally.

Marketing communications is the face of a brand strategy. The workshop will illustrate how a marketer translates a brand strategy into marketing communications and the steps needed to make it successful.

Martin Roll's profile

Martin Roll delivers the combined value of an experienced international business strategist and senior advisor to corporate boards and management teams of Fortune 500 companies. He is the CEO of VentureRepublic, a strategic advisory firm, and brings more than 15 years of management experience from the international advertising and branding industry.

Martin Roll is not only a highly accomplished speaker and presenter but as well a talented and well trained moderator of panel discussions and roundtables. He is a valuable contributor to any senior management forum, conference or discussion on the subject of brand leadership at boardroom level, its close link to management and how it drives business performance.

He strides the industry-academia continuum and delivers superior value to his global audiences. He is a frequent guest lecturer at leading business school INSEAD.

Martin Roll is the author of the global bestseller Asian Brand Strategy, a very compelling book of frameworks for Asian branding and the winning formula for any boardroom. Asian Brand Strategy was named “Best Business Books 2006” by Strategy+Business magazine.

www.martinroll.com

www.asianbrandstrategy.com

· Any 1 workshop: S$450 / pax
· Any 2 workshops: S$850 / pax
· Any 3 workshops: S$1100 / pax
· All 4 workshops: S$1250 / pax

All workshop participants will also receive a copy of Martin Roll’s “Asian Brand Strategy” worth S$40.00 as part of the workshop materials.

In addition, any company who attends at least one workshop will have the option of a 3.5-hour follow-up session with Martin Roll at a special rate of S$2,000.00. Martin Roll will meet with your senior management and marketing team, understand your challenges and share his insights on how your company can leverage on branding to impact its business and financial performance.

Venue:
IDA MPH
8 Temasek Boulevard, Suntec Tower 3
#14-00, Singapore 038988.

Dates of Workshop:
5, 12, 26 Jun, 3 Jul

Time:
0900 - 1230

Click here to sign up.
Priority will be given to CxO level executives.
Note that a successful form submission does not guarantee a place in the workshops. A representative will contact you to confirm your place in the workshops before 16 May 2007.