Workshop Description
There is a common misconception that a company’s brand is its logo and other visual aspects like its letterhead and in some cases, the uniform worn by its employees. While these certainly form a part of brand elements, a brand is much more than that. It is the relationship the business has built with its customers. It is the resonance that has been cultivated, that will ensure a strong and durable brand.
Workshop Objectives
This programme explores the advanced application of marketing to the innovative design and management of brands. Bringing together research on brand design and management, innovation, consumer behaviour and marketing communications, participants will be introduced to how brands are created to carefully targeted markets and audiences. Participants will also learn about and apply cutting-edge ideas and practices to explore the importance of design and innovation in branding. This workshop draws on the works of Dr. Kevin Lane Keller on building brand resonance.
At the completion of this workshop module, participants should be able to:
* Understand the importance of positioning for points of parity and points of difference
* Create a basic framework to brand their business using the brand resonance model
Powerlooks Global Sdn Bhd
CEO
With over a decade of experience in academic teaching, sales, marketing, branding and image consulting, Dr. Dianne Tsen brings a "grassroots" background to a career as a trainer in the professional business image and personal development. A certified practitioner of Neuro-Linguistic Programming Dianne effectively combines her image training, academic experience and corporate background in her …
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