Hotline: 1800 PROGRESO (1800 776 4737)


How to grow your Business by Building your Brand

Overview:

“If you stripped away every asset of the Coca-Cola Company, demolished its bottling plants, razed its offices to the ground and left it with nothing… Except the brand name Coca-Cola, I would be able to rebuild the company again.” These words by a former CEO eloquently capture the value of a brand. A brand is much more than the sum of the features of the product it represents.  

This introductory workshop will provide an introduction to branding, its role in marketing, how brands are valued and how brand growth is intrinsically linked to business growth. During the workshop participants will be exposed to real live examples of successful brands and their strategies.  

 

Objectives:

-          Understand what a brand is and how it differs from a product 

-          Learn where brand growth can come from (and where it cannot) 

-          Understand why enhancing brand image can directly result in business growth 

-          Learn the basics of developing a brand positioning and communicating this to consumers

 

Learning Outcomes:

Upon completing of this workshop, participants will be able to: 

-          Map out where their brand fits in the competitive landscape 

-          Develop a brand positioning that differentiates their brand versus competition 

-          Develop a marketing and communications plan to grow their brand

 

 

Trainer:

Mr. Paddy Rangappa, Founder & CEO of Brand Traction, is a Senior Consultant focused on marketing strategy, branding and advertising. He consults with companies in SE Asia and India to define brand positioning and an integrated marketing communication (IMC) across digital and traditional channels. Currently, he is teaching IMC to the senior undergraduates in Singapore Management University (SMU) using this approach. He is also an Independent Director at 4 Fingers, providing help in strategy, expansion plans and marketing.  

Paddy is an ex-regional vice president with over 25 years’ experience across marketing disciplines in blue-chip FMCG (Procter & Gamble) and retail (McDonald’s) companies in India, Indonesia, Singapore and the Asia Pacific Middle East Africa region. In these roles, in addition to delivering strong sales and profit growth, Paddy has been actively involved in developing strategy, branding and go-to-market plans at a regional and country level. He has a strong record of enhancing marketing capability and developing people, having led the training function in both P&G and McDonald’s.  He is the author of Been There Bungled That (Random House), a regular columnist at The Hindu, a leading Indian newspaper, and an accomplished public speaker. His new book on marketing, Spark, How powerful insights and brilliant advertising can grow brands – will be published soon. 

Paddy has a strong record of driving sales and profit, and building brands. As employee and consultant, he has worked on brands like Old Spice, Vicks, Pampers, Whisper, Olay, Huggies, Godrej, Zivame and Bluescope, and with agencies like Leo Burnett, Saatchi & Saatchi, Grey, Madison, TBWA, Starcom, OMD, Zenith, Arc and others. 

 

Fee

SGD 535.00 (Inclusive GST)

Dont't wait: Seats are limited - Register Today! 

Please contact Progreso Training @ 1800 776 4737 (1800 PROGRESO) |enquiry@progreso.com.sg for more information. 


Save 60% or up to 400% Tax Rebate via Productivity and 
Innovation Credit (PIC) 
For more information, contact us or visit 
http://www.iras.gov.sg/irashome/picredit.aspx

 

Contact Progreso Training

Call: 1800 PROGRESO (1800 776 4737)

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