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.
- 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
- 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?
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
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
IBA CEE Cancellation Policy for Open Enrollment Programs:
In the event of participant's cancellation, the following schedule will apply:
- 5 days before start of workshop - No cancellation
- Within 4 to 2 days prior to workshop Half program fee forfeiture
- Within 1 day and No Shows - Full program fee forfeiture
Cancellation notification must be made in writing to CEE.
Postponement
Due to any unavoidable circumstances, the workshop may be postponed by the institute. In case of postponement, the institute will refund full fee of the program or the participant may opt to defer his/her registration to the next program.
Substitute
Substitutes will be taken at least 2 days prior to the workshop. Should we be unable to accept your application for any reason, your payment (cheque/draft) will be returned to you.
Deferrals
All registrations deferrals must be requested in writing at least 2 days prior to the workshop. Send a note to the Program Registration Team indicating that you wish to have your registration deferred to another session of the same program within one year. The deposited fee will be carried forward. Please note that only one transfer is permitted. After one year, the deposited fee will be fully forfeited.