Workshop on "How to Build a Family Business Global Brand?"

November 4, 2020: Center for Executive Education (CEE), IBA, Karachi hosted a one-day workshop on "Global Branding for Family Business". The training was led by Qashif Effendi, a veteran brand strategist.

Following were the topics covered in this program:

• What branding does and is it needed to build a successful business?
• Brand equity and its drivers
• Brand identity and how to create and cascade it
• How did Virgin create a brand which is so extendable?
• What is positioning and how does it affect a brand's image?
• Trading vs, a branding mindset - how to brand a commodity?