Why this Workshop?
The word ‘Brand’ is increasingly gaining currency in Bangladesh, thanks to some initiatives taken by leading Multi-National Companies, some Local Banks, very few Local Companies, Advertising Agencies and Bangladesh Brand Forum, a private platform engaged in the systematic exploration, interpretation, integration and evolution of this 5 letter word that carries different meanings to different people.
Practically speaking, alongside these noble initiatives, I can also see a huge ironic chasm existing between what is truly Brand Management and what is practiced in the real corporate world. For example, role of the new science of Sales, Distribution, Merchandising, Organization Culture, Fast Track Process, Talent Management, Customer Relationship Management, Values, Ethics, CSR, Innovation etc. - all parts of Brand Management, remain the evident missing links. Unfortunately, the focus has been narrowed down to some marketing communication stunts or noise ridden monotonously repetitive advertisements as the main branding activity.
Unintentionally though, a company thus allows a growing distance between the ‘part and the whole’, the ‘tactical and the strategic’, the ‘amateur and the professional,’ the ‘cost reactive and the investment friendly, the physical and the virtual, the inconsistent and the consistent, the chaotic and the cultural, and last but not the least, ‘getting customer organized rather than just customer oriented.
Brand Management is not a mere profile activation of a certain set of activities like corporate branding or a piece of creative communication skillfully crafted to become a buzz in the social circle. It is a far more painful process for a ‘consistently outstanding delivery’ to the customer strapped with so many things to do and not to do that in doing so most companies stumble along the way. If a company can somehow manage to navigate through the initial rough waters, a scalp of lasting reward is waiting for it at the end.
This workshop has been designed keeping this perspective in mind from which the participants are expected to gain a complete view of Brand Management with frequent metaphoric references to real life happenings, both local and international.
Workshop topics to be covered:
Brand Management – Myths & Mysteries
Creating Customer Expectations
Creating a Brand Promise
The Promise Conversion Cycle
Creating a Brand Identity
Role of Brand Equity
Customer Issues & Anxieties
Customers-The Broad Categories
Branding & Organization Culture
Managing the Product Mix- The Focus Conflict
Pricing- A Strategic Decision
Sales & Distribution- Where the Tyre Meets the Road
Brand Communication- The Promise Vehicle
People- The Brand Ambassadors
Systems & Processes- The Building Blocks
Ethics & CSR – The Emerging Differentiators
Building Brands- The Development Issues
Building Brands Vs Building Charisma
Branding – Who Takes the Call? (Case Study)