Brand Communication: The Indigenous Sub-Continent Approach - Apr 24-25, 2015

Time: 9:00am - 5:00pm Download PDF
Venue: CEE@IBA,Karachi Reg Form
Info: ceeinfo@iba.edu.pk  
Contact: Tel: (0213) 8104700 (Ext:1804, 1807, 1809)  
  • Introduction

    Creating, building and managing great brands require exceptional consumer insights, excellent creativity and eventually a highly focused communication strategy. Building insanely different and memorable brands in a highly cluttered market is an extremely daunting task.

    The Workshop- focusing on the process of building B2B and B2C brands in the context of the Indian-Pakistani subcontinent - will articulate how successful brands have innovatively used latest brand-building tools. The participants will be exposed to unique marketing approaches by subcontinent conglomerates to reach out to their target audience increasing their customer- base. The participants will learn how some companies have successfully built a Global brand in India, and Indian brands that have built a positive brand equity for themselves in International geographies. With case studies and live examples, audience will be captivated to see how through cross-cultural communication, local brands have crossed into international boundaries creating global brands.

  • Audience

    The workshop is primarily designed for Business Analysts, Marketers, Data Analyst, BI Managersand key people within IT, working in financial, telecommunication, marketing, health, retail and other sectors, who are interested in applying business analytics methods to gain unique insights about their businesses and to use them to get competitive advantage.

  • Faculty
    Roma Balwani:

    President, Sustainability, CSR & Communications, Vedanta Resources plc. Roma is responsible for driving Sustainability, CSR and Communications as a strategic function at Vedanta Resources plc, a London Listed, globally diversified, natural resources company. In this global role, she oversees the key portfolios of Sustainability & CSR and stakeholder engagement. Roma is also the brand custodian & oversees implementation of Vedanta's brand value.

    She is an Additional Director (Independent) of CMI FPE Ltd, the Indian hub of CMI Industry Metals. Her career spans over 3 decades as: Chief Group Communications Officer, Mahindra Group, an Indian multi-national.

    VP-Communications, Aptech, a leading Indian IT company. Communications Director at a UK based travel portal, ebookers.com,Oslo, Norway. Roma features in the Global Influence 100, a listing of the 100 Most Important In-House Communicators in the world, created by the renowned Holmes Global Report. Roma has won several Indian and International awards and accolades, and been invited to speak at several summits on the importance of CSR, including the Global Public Relations Summit in Miami, USA, in 2013. Roma graduated in Economics with Post-Graduation in Marketing from the University of Mumbai, India. She has also attended leadership development programs from Michigan Ross Business School, USA & Harvard Business School, Boston, USA.

    Akhtar Mahmud:

    Visiting Faculty, IBA, Karachi & Chief Branding Officer-Brand Image, brings with him 30+ years of corporate exposure from Pakistan mainly from Multi-National Companies: Unilever, DHL, FedEx, etc. in senior marketing positions to corporate leadership. Mahmud has been conducting Training and Development programs for Banks, MNCs, local conglomerates, IBP, PIQC and leading T&D organizations. Market research, training, and consultancy projects for BBC, United Nations, Hoechst, Millat Tractors, ICN, Aga Khan Health Services, Milupa Foods, Berger Paints, Ciba Geigy, GETZ - local & international, Pfizer, Sandoz, Searle, GSK, Sanofi-Aventis, Herbion, Genix, Nabi Qasim, Barrett Hodgson and NGOs are few of the key programs undertaken by him. Also an IBA Graduate with major in Marketing, Mahmud is teaching in Institute of Business Administration (IBA), Karachi since 2001. He has also attended various seminars and conferences in US, Europe, Middle East and South East Asian countries on Branding, Brand-based communications, Creativity in advertising, influencing consumer behavior through psychological modules and leadership evaluation and awareness process.

  • Topics
    • Innovative use of marketing techniques to build brands
    • How digital media is changing the way brands are built.
    • Marketing to the millennial India. Building 'Brand India'.
    • Movement Marketing! Story telling
    • Building B2B brand
    • Building B2C brand
    • Building Lifestyle, Iconic and Cult brands
    • Comparison in Approach: Indian-Pakistani brands
    • Consumer Insights.
    • Brand Value Pyramid.
    • Neuro-branding:Impact upon the entire branding process
    • Western Vs. Sub-Continent landscape
    • Cross cultural communications
  • Benefits
    Participants will learn how to:

    After successfully completing this workshop, participants are expected to:

    • Master the brand building process.
    • Understand how digital and data-based marketing is used to create differentiated and targeted Positioning.
    • Importance of cross cultural communications and creating a Global brand when entering new geographies.
  • Fees
    PKR 55,000/participant:
    • Inclusive of Course material, IBA Workshop Certificate, Lunch, Refreshments & Business networking
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