Course Commences 11 August 2009

THE BRANDS & 'U' Programe

(New Brand Management Course)

What this course is about?

This course is about how to build a Brand Identity and how to communicate it. The process is similar whether you are branding a corporation, a product, a service or U!

Branding is one of the most important concepts for 21st century business because in a world of choice, it bonds the product to the customer in a personal way so that he/she would not want to “shop around” for a substitute.

For U , the person, establishing your Brand Identity that’s unique, will enable you to build a strong and lasting relationship with both your employer and your client. Once communicated right, the bond that will be established will be so strong, it will make you irreplaceable.

Who should attend and why

This course is therefore designed for:

1) Marketing Staff of Brand Owners

2) Staff of Marketing Communications companies such as Advertising, Media Planning, Public Relations, Market Research etc.

3) Within the advertising industry, it will benefit as much those who are doing creative work as those in accounts servicing, account planning and media service.

4) Newcomers who wish to enter the Marketing Communications industry for the first time.

For sponsoring companies, it will benefit them in two ways. This is because brand-building is a powerful concept that, when applied correctly, will in the case of a product, increase its profitability and in the case of a person, enhance his/her value as a business partner or an employee.

This Unique course provides participants with the following unbeatable combination of features: 1) Theories and Cases on how to build Successful Brands We will examine how brand-building theories have evolved from simple trade mark identification through image projection to the 360 degree brand concept today. We will also study how new media with their ability to provide instant connection between people, have created a brand new world of constant exposure where inconsistencies are immediately revealed but where a faithful projection of the brand’s real self, will be richly rewarded. 2) Learning Methodology The course is designed to be interactive with lectures, short films and real-world examples followed by group and class discussions. Cases will feature products and celebrity-brands which are global, regional and local. 3) Participation of Industry Experts Where appropriate, leading experts on brand building from both the client and agency sides will be invited to share their experience with participants. 4) On-the-Job Application As classes take place once a week, participants will have time to apply what they have learned on the job. They can then feedback their experience to the next class and learn also about the experiences of their classmates. Topics covered under "The IAS Brands & U Seminar" The "What" & "Why" of Brand Identity How Brands are Built - through Customer Ownership Bonding through Customer Experience From B2C to B2B, it's the Relationship From Product or Service to U Forging a Unique Identity for both External & Internal Customers How Personal Branding Builds Careers Benefits or Takeaway from the Course The key takeaway from this course is how to apply latest theories on brand-building not only to corporations, products and services, but also at the personal level - how you can apply the same brand building process to improve your market value. So, for the price of one training course, you get two benefits - how to build a Brand for your customer and how to build a Brand Identity for yourself! Course Director: Mr. Low Siew Thiam The Course Director is Mr Low Siew Thiam, Chairman of Global Leadership Forum, who has successfully built his own Brand Identity as a Master Management Trainer after a successful career as a senior corporate executive and entrepreneur. He has helped companies both in Singapore and other Asian countries such as Malaysia, Thailand, Vietnam, Sri Lanka, Bangladesh and Nepal, in building up their talent pool of successful executives through his personal brand-building message. Low Siew Thiam started working life as a Cub Reporter for the Straits Times before beginning a career as a Corporate Executive with Shell, Telecoms Singapore and Sime Darby Singapore. He was Personnel Director in the latter two companies before being appointed Managing Director of Consumers and Building Products for the Sime Darby. Subsequently, he founded the Homestead group of companies which are now run by his sons while he moved on to start a new career as Management Educator and Consultant. Siew Thiam serves on the Board of the Asian Institute of Technology which is based in Bangkok, Thailand, where he also conducts executive training programmes at their campuses in both Thailand and Vietnam. In Singapore, he lectures at NUS and conducts executive training for SMU and ESSEC, the leading French Graduate Business School, at their campus in Singapore. He has been a Consultant to A. Baur & Co., a leading Swiss-owned company in Sri Lanka, for the last four years.

Previous Participants for the Brand Management Course
American International Assurance Co.
BASF South East Asia Pte Ltd
Batey/Red Cell
Caltex International
Canon Marketing (Singapore) Pte Ltd
Economic Development Board
Fujitsu Microelectronics Asia Pte Ltd
International Enterprise Singapore
Keppel Club
Ministry of Community Development, Youth & Sports
National Council of Social Service
Reuters Asia Pte Ltd
Siemens Pte Ltd
Sime Darby Edible Products Ltd
Singapore Press Holdings Ltd
Spinelli Coffee Company
Spring Singapore
Starhub (formerly Singapore Cable Vision Limited)
Temasek Polytechnic
UBS Warburg

Course Details:

Next Intake:

Course Schedule:

• 11 Aug 2009
• 13 Aug 2009
• 18 Aug 2009
• 20 Aug 2009
• 25 Aug 2009
• 27 Aug 2009
• 01 Sep 2009
• 03 Sep 2009

Course Fees

For more information, please call (65) 6220 8382, or e-mail: info@ias.org.sg

Do visit our website at: www.ias.org.sg to find out more about other education programmes.

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