www.bdec.com.my | BDEC Resources Malaysia & SME Corp Malaysia. This workshop is held to help Malaysia’s LED companies to integrate IP management into their company's overall strategy, successfully negotiate complex IP transactions, and protect and monetize their intangible assets.

1. BY DR. PAUL TEMPORAL
THE BRAND
STRATEGY
WORKSHOP

2. BDEC
01_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal
The development and success of many of the world’s top global brands is derived from the
matching of a powerful brand strategy to their business strategy and their target customers.
It should be noted that a company’s marketing strategy is the execution or implementation of its
brand strategy and not the other way around. Thus, this core activity should focus on developing
a strong and sustainable brand strategy, and the content outlined below should
be viewed from this perspective.
WORKSHOP STYLE
Having said this, the implementation of the brand strategy developed for companies on this
programme will necessarily involve looking at the implications and recommendations for marketing
strategy and tactics and pertinent to Malaysian LED industries.
Presentation will be via Powerpoint slides.
All of the slides will be provided to participants on the workshop day.
They will return 6-8 weeks later for WORKSHOP 2.
Between WORKSHOP 1 and WORKSHOP 2, companies will be given a project (tasks) to complete
to ensure that the strategy is sustainable and based on the correct information,
especially regarding the market and competitive analysis.
[ ]
KEY TAKEAWAYS
Have a clear understanding of the opportunities to develop local LED brands in international market
Understand how to create, implement and manage a holistic brand strategy
Learn about the branding and marketing challenges in international, majority and minority markets
Be able to employ key strategies for the successful marketing of brands in international market
[ ]
INTRODUCTION[ ]
THE BRAND
STRATEGY WORKSHOP,
TOWARDS DEVELOPING A STRATEGIC
BRAND PLAN

3. PROFILE OF DR. PAUL TEMPORAL
Dr Paul Temporal is responsible for directing a research and education project in Islamic
Branding and Marketing at Saïd Business School, University of Oxford. He has taught on
Saïd Business School MBA/EMBA and Executive Education programmes and his interests
include national and corporate branding.
Organisations for which he has consulted include APEC, ASEAN, OIC, UNCTAD, GCC, UAE, EU,
World Bank and the Governments of Canada, China, Dubai, Malaysia, Oman, New Zealand,
Singapore, and the United Kingdom.
Corporate clients include Coca-Cola Corporation, Microsoft, Intel, Dubai Aluminium, Renault,
Marks and Spencer, Capital Land, Maybank, Sime Darby Group, Standard Chartered Bank,
Fraser & Neave, Great Eastern, Motorola, JTC, iDA, Suzuki, Kao, Panasonic, TDK, Raffles
International Hotels, Times Publishing Group, Cerebos Asia-Pacific, Singapore Telecoms,
Unilever and many more.
[ ]
Paul was educated at Leeds and Oxford Universities in the UK, and holds Bachelor, Master
and Doctoral degrees in management. He also holds a degree in Economics and a Postgraduate
Certificate in Education. He is currently a Visiting Professor in Marketing at Shanghai Jiao
Tong University, China, an Associate Fellow at Green Templeton College, University of Oxford,
and a member of the editorial boards of the Asia Pacific Journal of Marketing and Logistics
and the Journal of Islamic Marketing.
“ He has written more than 10 best-selling books on brand strategy and management,
and regularly contributes to the global media as well as roundtable dicussions held
by organisations such as The Economist and Business Week. ”
THE BRAND
STRATEGY WORKSHOP,
TOWARDS DEVELOPING A STRATEGIC
BRAND PLAN
02_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

4. WORKSHOP 01
Introduction
What is a Brand?
How brand strategy links to business strategy
An introduction to brand action planning and initial work on personal and
company brand plans.
Project introduction
The concept of Brand Architecture – Corporate vs Product Branding –
Which will you use?
B2B and B2B similarities and differences in branding
Understanding the consumer - the role of consumer insight and market research
How to develop a powerful brand strategy (1) – Brand Visions and
Brand values (Personality)
Exercises for each company facilitated by the tutor to develop a brand vision
and personality. The outputs from these exercises will be taken back to the
workplace for discussion with colleagues prior to finalisation in WORKSHOP 2.
How to develop a powerful brand strategy (2) - Brand Positioning –
analysing the market, customer needs and wants, competitor offerings,
defining the company’s strategic competitive advantage, and the consumer
benefits from buying the company’s products and services.
Exercises on all of the above positioning topics facilitated by the tutor,
resulting in the production of written positioning statements for each company
at a master brand level and for different stakeholder groups or sub-brands.
Introduction to brand management – an overview of all the variables that need
to be taken into account in building and managing brands, including customer
touch point analysis, and the issue of speed, agility and innovation.
[ ]
CONTENT
19 – 20 MAY 2014th th
THE BRAND
STRATEGY WORKSHOP,
TOWARDS DEVELOPING A STRATEGIC
BRAND PLAN
03_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

5. WORKSHOP 02
Introduction
Review of project work from WORKSHOP 1 – presentations from all companies
and peer reviews
The impact and trends of the networked society and the rise of social media
Developing a brand communications strategy – offline and online, including
channel selection
Developing key messages for brand and market communications
Internal marketing and employee engagement – how to involve employees
and other stakeholders
Tracking brand health and success
Presentations of plans to the group and peer reviews
Final Q&A
[ ]
CONTENT
TO BE CONFIRMED
THE BRAND
STRATEGY WORKSHOP,
TOWARDS DEVELOPING A STRATEGIC
BRAND PLAN
04_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

6. OUTCOMES
It is anticipated that by the end of the programme, each company will :
Be able to participate for success in the National Mark of Malaysia Brand (NMMB) Award
Have a complete and sustainable brand strategy for their company and its current and future
product portfolios
Develop appropriate positioning statements to define their strategic competitive advantage in
chosen markets in comparison to competitors
Understand the market opportunities that exist, and the competitive activities and landscapes
surrounding them, together with consideration of market access.
Know how to increase brand awareness and consumer preference in chosen markets,
domestically or internationally.
Have a communication strategy and plan, including key messages for different target audiences
Develop a comprehensive brand and marketing action plan for the short and medium terms
(1-18 months, 19-36 months)
Understand alternative ways to measure their brand success
[ ]
THE BRAND
STRATEGY WORKSHOP,
TOWARDS DEVELOPING A STRATEGIC
BRAND PLAN
05_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

7. BDEC
06_| Branding For LED Champions_ By Dr. Paul Temporal
PROGRAM ITINERARY
Registration
Morning Session
Tea Break
[ ]
8.30 AM - 9.00 AM
9.00 AM - 10.30 AM
10.30 AM - 11.00 AM
11.00 AM - 12.30 PM
12.30 PM - 1.45 PM
1.15 PM - 3.15 PM
3.15 PM - 3.45 PM
3.45 PM - 5.00 PM
Morning Session 2
Networking Lunch
Afternoon Session
Tea Break 2
Evening Session
THE BRAND
STRATEGY WORKSHOP,
TOWARDS DEVELOPING A STRATEGIC
BRAND PLAN
06_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal