Event Profile | |
Class/ Online | Classroom |
Date | October 12, 2018 |
Time | 9:00am to 5:00pm |
Venue | Mandarin Orchard Singapore 333 Orchard Road Singapore 238867 |
Fee | 7% GST will apply SGD 520.003 & above: SGD490.00 each For Member SGD 494 3 & above: SGD465.5 each |
Note | Two tea breaks and buffet lunch will be served. Limited complimentary car parking coupons are available upon request. |
Trainer | |
Activity |
"Sometimes you don't realize your own strength until you come face to face with your greatest weakness"
Brand building has been widely acknowledged as an effective tool to help companies and organisations to differentiate themselves and to attract target customers. To create value for employees, customers and key stakeholders, and to build meaningful relationships with them, companies and organisations must first gain a fundamental understanding on where their brands stand in the current state before they can take correct strategies.
Brand building has been widely acknowledged as an effective tool to help companies and organisations to differentiate themselves and to attract target customers. To create value for employees, customers and key stakeholders, and to build meaningful relationships with them, companies and organisations must first gain a fundamental understanding on where their brands stand in the current state before they can take correct strategies.
Objective
In this workshop you’ll learn a variety of tools and techniques that can be adopted to conduct an independent in-house audit to gather critical insights for your brand, and save you lots of money in the process.
By the end of the workshop you’ll have developed a framework to conduct a Brand SWOT analysis to determine the current state of your brand’s health.
By the end of the workshop you’ll have developed a framework to conduct a Brand SWOT analysis to determine the current state of your brand’s health.
Outline
- Understand what is Brand Audit, its scope and what it can achieved
- Learn the different tools, techniques and tips in conducting a brand health check
- Experience a "live" Brand Audit Experiment and put practice into practical actions
- Identify the key brand touchpoints that drives perceptions
- Identify the brand’s strengths and weaknesses
Who should attend
Marketers, Business owners, entrepreneurs, leaders, executives and managers who wants to gain competitive advantage through identifying the gaps and opportunities to take their brands to the next level.
Methodology
This course is highly hands-on and interactive; 30% concept and 70% practice.
The course includes the use of:
The course includes the use of:
- Group discussion
- Worksheets
- Brand Audit Tools
- Self-evaluation and feedback
Testimonial
"Excellent interaction with the trainer who is generous with her sharing of knowledge and advice"
Ms May Goh, Director - Corporate Communications Office, Ngee Ann Polytechnic
"Trainer’s knowledge and experience are excellent"
Ms Sarah Sultan, Marketing Executive, National Library Board
Ms May Goh, Director - Corporate Communications Office, Ngee Ann Polytechnic
"Trainer’s knowledge and experience are excellent"
Ms Sarah Sultan, Marketing Executive, National Library Board
Speaker Profile
Catherine is a strategic brand advisor, and author of From Bland to Brand - the essential handbook for Asian businesses. Forward-looking Asian businesses go to her to help them accelerate their brand growth and ignite a brand-driven culture.
She has worked on over 100 projects in various sectors such as education, FMCG, construction, technology, hospitality, F&B, publishing, professional services, healthcare etc. Some prominent brands include Raffles Hotels & Resorts, Singapore Management University, Kao Corporation, Cerebos, TDK, Eu Yan Sang, Bee Cheng Hiang, Times Publishing, just to name a few.
Catherine has a long and successful track record as a consultant, trainer, facilitator, speaker and educator working in settings ranging from business, local government and NPO sectors.
She trains and facilitates a wide variety of workshops from C-suite to operational level. She obtained her MBA from University of Melbourne and a degree in Business Administration from National University of Singapore.
Professional Certifications
She has worked on over 100 projects in various sectors such as education, FMCG, construction, technology, hospitality, F&B, publishing, professional services, healthcare etc. Some prominent brands include Raffles Hotels & Resorts, Singapore Management University, Kao Corporation, Cerebos, TDK, Eu Yan Sang, Bee Cheng Hiang, Times Publishing, just to name a few.
Catherine has a long and successful track record as a consultant, trainer, facilitator, speaker and educator working in settings ranging from business, local government and NPO sectors.
She trains and facilitates a wide variety of workshops from C-suite to operational level. She obtained her MBA from University of Melbourne and a degree in Business Administration from National University of Singapore.
Professional Certifications
- Certified Practicing Management Consultant (Singapore Business Advisors & Consultants Council)
- Certified Scope IP™ Consultant (Intellectual Property Office of Singapore)
- WSQ Advanced Certificate in Training & Assessment (Singapore Workforce Development Agency)
- Dynamic Facilitation Practitioner