Basic Brand Management
|Held on : Friday, July 13, 2012|
|Venue : Bdjobs Training, BDBL Building (Level 19), 12 Kawran Bazar C/A, Dhaka 1215.|
|No. of Participants : 25|
|No photos found|
1. Basic Principles: Basic understanding of brand and clearing out misconceptions. There will be no focus on definitions, which is the wrong way to learn, but on simple understanding of the concepts
2. Misconceptions: Understanding of difference between Brand and Marketing, Brand and Selling, Brand and Advertising, Brand and Corporate Communication
3. Understanding of Concepts: Basic brand building tools and concepts – Brand Vision and Mission, Brand Positioning, Brand Differentiation, Brand Essence, Brand Equity, Brand Personality, Tone of Voice, Brand Character, Line extension, Brand Extension, Brand Architecture, Brand Endorsement
4.Understanding of consumer behavior: Why customers buy, how they buy, different types of buying behavior, setting brand objectives for different aspects of consumer behavior and most importantly how to change consumer behavior through branding activities
5. Understanding the role of a brand manager: From agency management to co-ordination to market share growth to budget management to strategy fixing
6. Introduction to key brand building elements: Naming, Packaging, Color, Endorsement, Association
7. Introduction to Market Research & Consumer Insight: How to conduct research, what research to conduct at which time, how to write research proposal and how to dig for key consumer insight. Also how to track if proper ROI is being generated from your branding activities
8. Communication: Understanding of key brand communication techniques and promotional tools like Advertising, Public Relations, Direct Marketing, Corporate Communication, Corporate Social Responsibility, Internal Marketing etc.
9. Touch-points: Understanding of touch-points and how to manage touch-points to create a holistic branded experience
10. POS/Trade Marketing: How to ensure quality brand experience in the cluttered, fragmented and unstructured retail shops in Bangladesh
11. Distribution: Overall understanding of how distribution strategies support brand building activities
12. Agency: How to write a world class advertising brief and work with 3rd party agencies to create memorable brand campaigns
13. Case Study: Analysis on great local brand case studies: Grameenphone, Arong, Otobi, Lifebuoy, Parachute
14. The participants will actually know how to implement the ideas learned through small group and individual assignments and tasks
15. No lecturing, only “Learning by doing” method
Shahriar Amin is currently working as Head of Marketing in the local country office of one of the largest FMCG companies in the world. Before that, he worked as Head of Brands in Grameenphone for 6 years.
In Grameenphone he successfully managed a lot of major activities and projects among which the noteworthy ones are launching of djuice in Bangladesh in 2005, re-branding of Grameenphone in 2006, repositioning Grameenphone through its new brand promise Stay Close in 2008 and publishing the book Ekatturer Chithy in collaboration with Prothom Alo in 2009.
Shahriar has done his BBA and MBA from Institute of Business Administration (IBA). He also taught Brand Management as an Adjunct faculty in ULAB and ASA University. Apart from that he has conducted sessions and key note papers in Dhaka International Advertising Festival (Adfest), Digital Marketing Summit and many other workshops.
He is the creator of the first business blog (http://shammograffity.wordpress.com) in Bangladesh where he distributes knowledge on branding related topics for Bangladeshi business students and businessmen.
He is also an active contributor in all the leading business publications in Bangladesh like – Bangladesh Brand Forum, Business Bangladesh, Economic Times and Executive Times. Most of his publications focus on making international branding lessons relevant for Bangladeshi companies who are yet unaware of the potential of world class branding practices.
As an independent brand expert, he has conducted more than 400 hours of training on different aspects of marketing and branding.