It’s a two day programme. It has four major components. The first module is the introduction to branding and brand management.
In that particular module, I will discuss the definition of brand and branding, why brand building is very important, how to develop a strong brands in a very general sense. And the second module is brand building methods and approaches. So in that particular module, I will discuss in greater detail how an organisation can develop a strong brands, such as how an organisation can build a strong brand awareness in the consumer mind, and also develop an emotional bond between their brand and their customer, and also how they should develop a strong physical availability and allow customer to have access to their brands anytime they want.
The third module is a brand building element. In that particular session, I will focus on developing the visual identity of a brand, so what colour we should choose for the brand, our logo, what symbol, what slogan, and even what sound we should choose to better describe the brand essence. So this is the focus of section 3.
And the section 4 is digital branding. In that particular session, I’ll focus on how social media, how digital platform can help our organisation to develop a strong brands. This programme is open for business leader who has to make very critical strategic decisions about their organisation in the era of branding and also senior executives and business managers who needs to manage in the day to day operation of your brand building efforts.
It does not have specific industry focus. Every organisation, no matter your commercial organisation, NGO or even religious organisation needs to build a strong brands. That’s why this programme will be relevant to managers of all kind of organisation.
This programme is different from other brand building programme in the following three ways. First, this programme focus on evidence-based theory and practise. There are many brand building theories in the field, but some of them, actually, is more of a myth than truth.
So in this programme, I will challenge some of the mainstream belief about brand building based on evidence from the most recent academic research. Second, this programme, while bringing new insights from cutting edge technology, such as big data analysis, artificial intelligence, virtual reality, and so on to help manage or understand the best brand during practise in today’s business world. This programme also has a global focus. I will use examples from all over the world and also emphasise the cultural implication of brand building strategy in today’s increasingly globalised marketplace.