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    Event Profile
    Date Nov 13, 2018
    Time 9:00am to 5:00pm
    Venue Mandarin Orchard Singapore
    333 Orchard Road
    Singapore 238867
    7% GST will apply
    SGD 520.00
    3 & above: SGD490.00 each
    For Member
    SGD 494
    3 & above: SGD465.5 each
    NoteBreakfast, two tea breaks and buffet lunch will be served; complimentary car parking coupon will be provided upon request
    Other Date(s)1) Feb 22, 2019
    2) May 24, 2019
    3) Oct 04, 2019
    You may reach us via
    T: (65) 9879 6267
    To register via fax, fill in This Form and fax to (65) 6310 5430.
    As the saying goes “If you are not a brand, you are a commodity".

    Brand building has been widely acknowledged as an effective tool to help businesses to differentiate themselves to achieve long term profitability. However, many organisations lack a common understanding amongst staff in the branding process resulting in incoherent efforts across departments. In addition, some companies see brand building as a “campaign" effort, and fail to nurture and grow the brand/s over time with new initiatives. The truth is brand building is strategic and requires long term commitment. 

    This one-day practical and intensive workshop is specially designed to provide businesses and organisations with a clear step-by-step guide to build a successful brand. The workshop is packed with insights from both global and Asian brands that can be implemented quickly and inexpensively. This is a hands-on and highly experiential workshop.
    Participants will learn how to:
    • Conduct a SWOT analysis on their brand
    • Uncover their brands’ sweet spot
    • Develop a strategic plan to build a successful brand
    • BROC Branding building framework
    • Brand Discovery: Know what you are branding and uncovering insights
    • Review & Strategise: Determine your brand’s future state
    • Orchestrate The Experience: Develop a multisensory brand experience
    • Create Brand Assets: Identify what brings value
    Who should attend
    This workshop is suitable for senior managers, marketers and business owners who want to understand how strong brands are built. As this workshop is 30% conceptual and 70% hands-on practice, it is suitable for those who want to bring real ideas and plans back to the work to create success for their brands.
    The course includes the use of: 
    • Case analysis
    • Group discussion
    • Worksheets
    • Brand creation exercise
    Catherine Chai's 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
    • 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
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