| 3 & 5 Jun 2008, 10am - 5pm
SBF Mentorship Series 2008: Branding for Differentiation
Venue: SBF Seminar Room 3 (21st level, Keppel Towers)
Fees: S$ 275.00
Often companies that are not branded have to compete on price. "Not Branded?" Now what does this mean?
Branding is something which exists in the minds of your customers and it forms perceptions. Such perceptions more often than not drive behavior. Such a notion is not well understood by many companies today.
The SBF's Mentor-Model program is designed specifically for this purpose and it aims to help companies which are keen to better understand and appreciate the importance and techniques to build a powerful B2B Brand. Branding experts and business leaders are invited as mentors and models respectively to share ideas and knowledge on how you can build a strong B2B Brand that can be leveraged on to drive your company's growth. The mentoring process will involve sharing of Branding techniques and experiences.
Programme Outline
Part 1 : Findings of the SBF-StrategiCom B2B Branding Study for Globalisation
In order to win in the business environment of today's pressurizing global market, it has become increasingly crucial for companies to equip themselves with the necessary competitive tools to effectively compete with the rest of the world. The need to better understand the global business battleground has led the Singapore Business Federation to commission StrategiCom to conduct the "SBF-StrategiCom B2B Branding Study For Globalization" in 2007. This study that seeks to unravel the psyche of a company's supplier selection process is the first of its kind.
- The study evaluated more than 300 large companies.
- Further, this study also discusses the implication of these findings for enterprises, and how this knowledge can contribute to increasing their global competitive advantage.
- The key objective of this study is to help companies unravel important evaluation factors which large companies consider in the process of identifying, short listing and appointing suppliers.
This knowledge is highly valuable and paramount for companies to be able to:
- Understand and identify global customer purchasing patterns.
- Better positioning of themselves in the highly competitive business world by building brand differentiation capabilities; because a business when differentiated becomes sustainable in the long - term
Part 2 : Fundamentals of B2B Branding for The Business Owner & Senior Managers
Where are Singapore brands? According to a study, the most valuable Singapore brand in 2006 was SingTel, valued at approximately S$2.7 billion. The No. 100 brand on the BusinessWeek Top 100 in 2006 was Levi's at S$4.1 billion. Singapore is a long way off. While brand value is just one measure of a brand's performance, it is a good indicator of how strong that brand is.
So how exactly do you transform your business into a brand? Learn from the author of "Transforming your business into a Brand - The 10 Rules of Branding", Wilson Chew as he reveals insights into how successful global brands become successful. These rules of branding do not require a degree in rocket science to understand. They are simple and straightforward.
Part 3 : Long term business strategy with Differentiation.
After decades of competing on price, the Chinese, Indians and Koreans are finally realizing the importance of building brands. The prospects are frightening for Singapore companies because the Chinese and Indian companies already have the twin advantages of larger domestic markets coupled and lower cost structures. If they also learn how to build powerful brands, then it may spell the end of the road for many Singapore companies.
So you can either differentiate or you have to sell cheap. The way Wilson Chew sees it; its Hobson's choice for Singapore companies. There are 13 concrete ways of differentiating your business brand, this session does the trick.
Part 4 : Re - branding an Organization - Why do you do it and When?
The Golden Rule of Re - Branding is this - DON'T. It takes time to build a brand, to make it stand for something in the minds of customers. But that position that a brand occupies in the mind is a fragile one that can be easily destroyed with clumsy re - branding exercises. Furthermore, once a brand is well - known for something, it is an uphill task to try to convince people that it stands for something else.
So under what circumstances should a business undertake such a corporate exercise and what would the process of re-branding entail?
Part 5 : Branding Model Case Study.
Hear from a model company case-study to understand the process of implementation and how they can also do the same for your company.
Programme Curriculum
This programme is limited to a cap of 25 pax and 1 pax per company unless there are additional vacancies available.
Duration : 5 - Part series over two full days.
Free For All Attendees:
At the end of the programme, participants can opt to schedule a complimentary advisory session with the Mentor at SBF office for a 1 - on - 1 Helpdesk consultation.
Mentor Profile
Wilson HC Chew
Principal Consultant & Chief Executive Officer
StrategiCom Pte Ltd
Mr Wilson Chew graduated with a Masters Degree from the University of StrathClyde (Glasgow), in International Strategy and Finance. Mr Chew has in the last 10 years been consulted by Singapore and global companies in Marketing Strategy, Business Branding and Integrated Marketing Communications. Quoted by The Edge Weekly as a Thought - Leader in the field of Business Marketing and Brand Strategy, Mr Chew has personally served organizations such as A*Star, Tenet Insurance Company Ltd, Intraco Ltd, Cell Sciences International, BAX Global, 3M, The Kuok Group and CrimsonLogic amongst others.
Registration Details
To register, please download the registration form here.
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