BRANDING: The Antidote to an Economic Dilemma 11 - 13 December 2011 Dubai UAE

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NO SUCH THING AS: “BUSINESS AS USUAL”
You don’t have to be a global Branding expert to figure this one out:
- Confidence in the economy is at all times low
- Customer’s confidence is down
- Rising costs are a fact
- Prices of goods and services are up
- Adding relevant value, is the sure way out


COURSE OVERVIEW
Branding: The antidote to an economic dilemma is a specially designed 3 days bash of lectures, workshops and exchange of experiences, addressing pivotal issues that help business owners and entrepreneurs to combat the economic squeeze.

In the course of this session we will explore the possibility of adding relevant value to products and service, and how this strengthen your Brand’s position in the market place and assures continuous profit.

We will share with you methods that a few brave individuals have successfully applied in growing their business during an economic crisis.

Workshop Benefits:
- Learn how to build a successful Brand.
- Discover how Branding can become the antidote to raising costs.
- Turn half-baked Brand ideas into fully fledged revenue contributors.
- Strengthen your Brand’s position in the market place.
- Encourage you to think differently about your business.
- Add relevant value to your products and services.
- Gain customers’ confidence in these trying times

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BRANDING: The Antidote to an Economic Dilemma 11 - 13 December 2011 Dubai UAE

  1. 1. BRANDING: THE ANTIDOTE TO AN ECONOMIC DILEMMA An added value propositionMARKETING & 11 - 13 DECEMBER 2011BRANDING RADISSON BLUSERIES DUBAI DEIRA CREEK UAE NO SUCH THING AS: “BUSINESS AS USUAL” YOUR INTERNATIONAL You don’t have to be a global Branding expert to figure this one out: COURSE FACILITATOR - Confidence in the economy is at all times low - Customer’s confidence is down - Rising costs are a fact Alex Goslar - Prices of goods and services are up - Adding relevant value, is the sure way out Managing Director Goslar & Associates COURSE OVERVIEW Alex Goslar is an award winning creator of Brands worked in Vienna, Frankfurt, Chicago, Toronto, Kuala Lumpur, Jakarta, Addis Ababa, Lomé. Branding: The antidote to an economic dilemma is a specially designed 3 days bash of lectures, workshops and exchange of experiences, addressing pivotal To Build Brands has been Alex Goslar’s subject of interest issues that help business owners and entrepreneurs to combat the economic for the past 30 years. Most of Alex’s Brand building squeeze. activities was at Leo Burnett Advertising Co., where he was a creative director stationed in Bangkok, Chicago and Frankfurt Germany. In the course of this session we will explore the possibility of adding relevant value to products and service, and how this strengthen your Brand’s position in Amongst his acolytes are distinctive campaigns for such the market place and assures continuous profit. global brands as: Mc Donald’s, Heinz Ketchup, Kraft Foods, Kellogg’s , Phillip Morris, P&G Cheer detergent, Vidal Sassoon, Volvo Cars, Dunlop Tires, BASF Video and Audio We will share with you methods that a few brave individuals have successfully tapes, Vick Pharmaceuticals, Nestle and many more. applied in growing their business during an economic crisis. Alex’s international awards include: Golden Lions from the Cannes Film Festival, New York The impossible will be dealt with right away. Cleo’s, awards from the London Advertising Festival The Miracles take a little longer. One show and the Los Angeles art director’s club. - Alex Goslar In 1994 Alex was the chairman of a judging panel at the South African “The Loerie ” awards. Workshop Benefits: Alex is currently managing his independent Branding Agency out of Bangkok. Find out why some Brands are doing very well while others are struggling. How to capitalize on the untapped potential of Brands. Get a better understanding of how Branding works. How added value increases the currency of the Brand. In a special segment we shall discuss your specific Branding issues. EXCLUSIVE TAKEAWAYS: Workshop Materials: Every participant “It is a great idea that you thought of “Brand Recovery Program” in the receives a copy of the “Branding: The North African states like Egypt and Tunisia. Your presentation was timely antidote to an economic dilemma” and to the point. I am sure there are many companies trying to rebuild course materials containing an overview of their brand after the recent Revolution " the course plus work-sheets, templates, - Seyoum Bereded-Samuel UK examples and exercises. © 360 BSI (M) Sdn Bhd (833835-X), Level 8 Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia. 1
  2. 2. COURSE CONTENTDAY1 Brand definition - This segment will explain what should be considered in setting up a Brand blue print and why it is important to have a viable Brand positioning. Brand’s life cycle - Considering “How long does it take to build a Brand” and “for how long is the Brand going to last.” What can be WHY THIS EVENT expected in-between. This workshop will teach you how Branding can Practical exercise: Brand Character become the antidote to rising costs. While Brand has its own character we have identified 6 typologies Participants will discover ways to turn half-baked that indicate the peculiarities of a Brand’s DNA. Analyzed in terms of Brand ideas into fully fledged revenue how they would affect Branding. contributors and strengthen your Brand’s position in the market place. What customers want - Understanding the symbiotic relationship This course will encourage you to think between customers and Brands is essential in devising effective differently about your business and identify how Brand communication. you can add relevant value to your products and services.DAY2 The combination of interactive presentations, hands-on exercises and open discussion groups Brand application - What part of the Brand is fixed and what part is along with real case studies, ensures you will obtain maximum value from attending. flexible. Relationships between People and Brands - Insights are truism about people’s behavior and motivations The Benchmark - (Opinion leaders, influencers and trends can contribute to the success or demise of a Brand) Direct and indirect influences on the Brand. How important are these factors in growing a strong Brand. Practical Exercise: About your Brand - The first of a two part’s session about participant’s BrandsDAY3 Brand reputation management - Causes and effects - A good reputation is the most valuable asset a Brand can have WHO SHOULD ATTEND CEOs, Company Chairman & Directors About your Brand Dubai Next - Follow Up Templates & Summary of VPs, GMs of Corporate Communications your Branding potential. Un-quantified analysis. Heads & Managers of Advertising Brand assessment tools - Do it yourself templates that can be used Business Development Managers on almost any Brand. Sales & Marketing Managers Media & Public Relations Managers Practical Exercise: Generating ideas - Ideas are an essential tool for Government Officials any business. This session will explore how the mind works and how Business owners you could improve your idea generating skills. Entrepreneurs “Thank you very much for your analysis and recommendation regarding our Brand. We have enjoyed a lot what you have shared with us. This COURSE SCHEDULE will definitely contribute to our continuous success in the future. To attend your workshop was an honour.” 8.00 Registration & Coffee/Tea 8.30 Workshop commences - Claudio Grinberg, Luxury Road magazine, Panama City 10.10 - 10.30 Morning coffee/tea 12.30 - 13.30 Lunch 14.40 - 15.00 Afternoon coffee/tea Creativity is an open invitation 16.00 End of day to think the unthinkable. - Alex Goslar 2
  3. 3. Workshop Pre-Course Questionnaire Dear Participant, 360 BSI is delighted to welcome you to the Workshop: “Branding: The Antidote to an Economic Dilemma - an added value proposition” to be held on: 11 – 13 Dec 2011 in Dubai, UAE The workshop material is based on actual occurrences. Each Seminar consists of lectures, examples and a Workshop. During the Workshop, participants are encouraged to debate their marketing and branding issues. In order to maximize the benefit for you, kindly fill out the pre-course questionnaire & submit together with the registration form. It will allow the trainer to be better prepared. Your Name: E-mail: Your profession/Jobtitle/Position: Company name: Brand Name: Category/Sector: Sales value in US$ (2009-2010) Name 3 of your competitors Market situation in your category/sector: In 2008 In 2010 What are your marketing objectives? (tick where appropriate) Increase long term market share Increased customer base Increased Brand awareness Incremental sales What are your branding intentions? (tick where appropriate) Introducing a new Brand Re-branding an existing Brand Expanding the Brand into new markets Your special interest (tick where appropriate) Presence in distribution networks How to develop a viable marketing strategy Coming up with new Branding ideas When and how to introduce a brand How to manage a Brand’s reputation. Others: 360 BSI (M) Sdn Bhd (Company No. 833835-X) Level 8 Pavilion KL | 168 Jalan Bukit Bintang | 55100 Kuala Lumpur | MALAYSIA +603 92057770 +603 92057788 www.360bsi.com
  4. 4. BRANDING:THE ANTIDOTE REGISTRATION FORMTO AN ECONOMICDILEMMA Fax: +603 9205 7788An added valueproposition Tel: +603 9205 7778 Mobile: +6016 3326 36011 - 13 DECEMBER 2011RADISSON BLU Email: kris@360bsi.comDUBAI DEIRA CREEK UAE DELEGATES IN-HOUSE TRAINING 1 Name : 360 BSI is passionate about providing strategic technical programs and high potential training solutions across the Name on tag : region to build personal competencies and organizational Job Title : capability. You will receive practical training from a professionally Email : qualified educator with over twenty years of teaching and Mobile training experience. : Please feel free to mix-and-match topics from the areas listed 2 Name : below to get the right training content for your staff. Other topics may be available upon request. Name on tag : OTHER PUBLIC COURSES Job Title : Green Supply Chain Management Email : Finance & Budgeting for Technical Professionals Communication & Presentation Skills Mobile : Root Cause Analysis Professional Proposal & Report Writing 3 Name : Record & Document Management Name on tag : Resilience - Thriving in Challenging Times Job Title : Hotel Contact Details: Email : For Room Reservation, contact us for 360BSI corporate rates. Telephone: 00971 4 2057105 Fax: 00971 4 2234698 Mobile : E-mail: reservations.dxbza@radissonblu.com Radisson BLU Hotel, Dubai Deira Creek AUTHORIZATION Baniyas Road, P.O. Box 476, Dubai, UAE (This form is invalid without a signature) General Information: Name : 1 Closing date for registration is 28th November 2011. 2 The fees cover lunch, tea breaks, materials and certificate. Job Title : 3 Official confirmation will be sent, once registration has Email : been received. 4 Participants will need to arrange their own accommodation. 5 Attire: Smart Casual Tel : ( ) Cancellations/Substitutions Organization : Substitutions are welcome at any time. Please notify us at Address : least 2 working days prior to the event. All cancellations will carry a 10% cancellation fee, once a registration form is received. All cancellations must be in writing by fax or email at least 2 weeks before the event date. Cancellations with less than 2 weeks prior to the event date carry a 100% liability. However, course materials will still be couriered to you. Signature : Date: / / Thank you for your registration! FEES (please tick as appropriate) PAYMENT DETAILS Payment is required within 5 days upon receipt of USD 2,695 per delegate the invoice. Bank transfer: USD 2,495 per delegate - register before 01-NOV-11 360 INTERNATIONAL LIMITED USD 6,600 - Special for Group of 3 Standard Chartered Bank P.O.Box – 999 Al Fardan Building, Al Mankhool Area, Bur Dubai, Dubai, U.A.E The fee does not include any taxes (withholding or otherwise). In case of any taxes applicable Account No: 02-2077311-01 USD the client has to ensure that the taxes are paid on top of the investment fee paid for the course. Compliance with the local tax laws is the responsibility of the client. Swift No: SCBLAEADXXX * Save up to 50% for In-house Training program All payments must be received prior to the event date © 360 BSI (M) Sdn Bhd (833835-X), Level 8 Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia. www.360bsi.com 3

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