BY DR. PAUL TEMPORAL

THE BRAND STRATEGY WORKSHOP

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 TAKEAWAYSHave 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 STRATEGICBRAND PLAN

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, Raf�es International Hotels, Times Publishing Group, Cerebos Asia-Paci�c, 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 Certi�cate 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 Paci�c 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 STRATEGICBRAND PLAN

02_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

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 �nalisation in WORKSHOP 2.

How to develop a powerful brand strategy (2) - Brand Positioning – analysing the market, customer needs and wants, competitor offerings, de�ning the company’s strategic competitive advantage, and the consumer bene�ts 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 STRATEGICBRAND PLAN

03_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

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 – of�ine 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 STRATEGICBRAND PLAN

04_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

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 de�ne 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 STRATEGICBRAND PLAN

05_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal

BDEC06_| 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 STRATEGICBRAND PLAN

06_BDEC Resources | Brand Strategy Workshop_ By Dr. Paul Temporal