Brand management has come a long way since Neil McElroy of P&G's classic memo of 1931. Marketing and indeed the general landscape of the world and the way it buys and consumes is changing rapidly. With digital transformations and innovations all around us, coupled with the challenges and opportunities created by a global pandemic and the booming of brand communities led by consumers, it is becoming increasingly complex to navigate and keep pace with the changes.

With technology at the forefront of these changes, marketers of today need to be grounded in the basics of brand building and savvy enough to take advantage of the rapidly changing landscape.

Qashif Effendi:

Qashif Effendi has over 25 years' international experience of working at CEO, Director and General Management positions in top multinationals in the MENA and South Asia regions. He has worked with Chevron, Philips, Unilever, Tetley, Abu Dhabi National Industrial Projects Co., UAE and currently as CEO at Reem Rice Mills (Pvt.) Ltd, a 100% multinational JV of Al Ghurair UAE and Al Mohaidib KSA.

Brands like Philips Whirlpool, Dalda Cooking Oil, Brooke Bond Supreme, Tetley and Reem achieved tremendous growth during his stewardship. He has also consulted for various companies such as HELM Medical (Hamburg, Germany), Simply Sufi, Shan Foods, KESC, Adamjee Insurance, Dollar Stationers, Liberty Books, Hilton Pharmaceutical, PharmEvo and PSTD (Pakistan Society for Training and Development).

He is an alumnus of IBA with a great passion for learning. He has been a visiting faculty at IBA, KSBL, Szabist, BNU, Superior University and CBM for over 15 years teaching Brand Management, Export Marketing, Advertising, Consumer Behavior, Strategic Marketing and Technopreneurship. He regularly writes for publications like Synergizer and Marketing Review.

Voted as one of 100 top performing company CEO's in 2017 by CEO Club Pakistan, he is an adviser to the Board of WE-NET (Pakistan Women Entrepreneurs Network for Trade) a World Bank funded initiative and has conducted several capacity building sessions for trade development bodies such as USAID funded PREIA (Pakistan Regional Economic Integration Activity), NIC Karachi & Lahore, TIE, SC Women in Tech and Rawalpindi Chamber of Commerce. He has a passion for training and development and has conducted several training's for Pakistan Society of Training and Development (PSTD), IBA CEE and multinational/local companies.

• What is a brand? How is it different from a product?
• What is strategic brand analysis and how to implement this in an organization?
• What are consumer insights and how to mine these?
• What is brand identity and how to create one using global models?
• How to cascade the brand identity internally and externally?
• What is positioning and how is it different from iconic moves?
• How is target market different from target audience and why is this relevant?
• What is brand image and how does an organization improve it?
• What is brand relationship spectrum and how it helps us?
• What is brand architecture and how it is important to create one?
• How does technology affect the way branding is done?
• Impact of Big Data and A1 on marketing and branding
• How should a brand be launched?
• How to sustainably grow a brand and create a brand with purpose?

Day 1

• Session 1: 9.00am to 10.30am: Introduction to trainer, participants. What is a brand vs product?
• Break: 10-30am to 10.45am
• Session 2: 10.45am to 1pm: Strategic brand analysis, consumer insights - Reem Ka Steam Case Study (how to turn a commodity into a brand)
• Lunch Break: 1pm to 2pm
• Session 3: 2pm to 3.30pm: Brand identity creation and its cascading - Case Study of Virgin and Abu Dhabi National Industrial Projects (B2B)
• Break: 3.30 pm to 3.45pm
• Session 4: 3.45pm to 5pm: Positioning & Iconic Moves - Tetley launch, relaunch and closure in Pakistan Case Study
• Session 5: 5pm to 6.30pm: Target audience vs Target market, Brand image management: Case Study of Lego, Dalda Cooking Oil, Brooke Bond Supreme and Philips Whirlpool

Day 2

• Session 1: 9.00am to 10.30am: Recap of Day 1: Case Study of Dove
• Break: 10-30am to 10.45am
• Session 2: 10.45am to 1pm: Brand Relationship Spectrum and Brand Architecture: Case Study Ralph Lauren and Walt Disney
• Lunch Break: 1pm to 2pm
• Session 3: 2pm to 3.30pm: Technology, Big Data, AI and marketing / branding: Video cases of Old Spice, Nike Fuel, British Airways, Burberry, Dabur, Coke, Nescafe
• Break: 3.30 pm to 3.45pm
• Session 4: 3.45pm to 5pm: Brand launches: local and int'l examples: Red Bull, Qarshi & others
• Session 5: 5pm to 6.30pm: Sustainable brand growth metrics, creating brands with purpose - Video cases of Ikea, Gillette, Dastak, Pepsi, Facebook, Cadbury, Nike

Brand managers, Marketing managers, Family managed business owners / Local business owners, Brand teams working for Pakistani brands being exported to Pakistani's and desi diaspora, Advertising and media agencies

• Understand the rules of branding and how to make effective use of them
• How to differentiate from and beat the competition
• Understand how consumers think and shape your brand to appeal more effectively to them
• How to approach the global market with your brand
• Get familiar with the digital tools available and how they can help you in brand development
• How to avoid the micro management of marketing trap
• How to apply the global tools of brand management to local market

PKR 50,000/ + 5% SST / participant.

• Inclusive of Course material, IBA Workshop Certificate, Lunch, Refreshments & Business networking