Advanced Branding Workshop: Sharpening your brand for internationalisation

14 - 15 Aug, 2013
230 Victoria Street Bugis Junction Office Towers Level 10 Singapore

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Advanced Branding Workshop: Sharpening your brand for internationalisation

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The Workshop is developed to sharpen your brand positioning for internationalisation, covering various global factors such as cultural differences, demographics and geographical considerations.  Join this two half-day workshop to understand the strength of your brand for the international market to establish greater connections with your target consumers.

Details of Workshop


Dates : 14 and 15 August 2013

Time :  1pm to 5pm

Venue: IE Singapore, 230 Victoria Street, Bugis Junction Office Towers Level 10

Course fee: $550* per participant ($220 after PIC cash payout)

*Workshop qualifies for tax benefits under the Productivity and Innovation Credit (PIC) scheme. Companies may enjoy up to 400% tax deduction or exercise an option to receive cash payout of up to 60%. For more details, visit


Key content coverage

  • How to achieve brand focus

Are you able to use 20 keywords to summarise what you want your brand to be seen as or what your brand aspires to be? In order to achieve high brand recall, your brand needs to be focussed and precise.

  • Constructing your brand DNA

To stand out from the many other brands, you will need to create your own brand style and uniqueness. Find out what makes your brand and define your brand elements.

  • Declaring your brand promise

When trying to convince your customers to adopt your brand, what is that one statement which you can use to explain what your brand is about or why your brand is excellent? That would be your brand promise to your customers.

  • Creating your brand story

You have got a great brand, but how do you tell your customers about your brand? Through a website? Through a television commercial? Or through the popular social networking platforms? Learn the best way to tell your brand story.

  • How to conduct a touch-point audit

How do you ensure that your story tellers are sharing your brand story the way you want it to be? How do you make sure that your customers get to experience what your brand is about? It is time for you to check out how your brand is translated to your customers.



Target audience


The Workshop is recommended for:

  • CEO / COO
  • Marketing Directors / Managers/ Executives
  • Business Development Directors / Managers/ Executives

of companies that have conducted any international brand-related project, intending to enter a new market with current brand positioning or reinforce current brand positioning in existing market.


About the trainer



Dr Sandy Chong is an accomplished trainer and a leading researcher with over 12 years of experience in marketing and information systems management.

She conducts research in the area of Global Marketing Communication, E-Business Strategies, International Marketing & Branding, Business Process Management, Innovation Adoption, Change Management, Supply Market Intelligence, Environmental & Corporate Social Responsibility Marketing, Strategic Alliance, and Cross-Cultural studies. She trains in both large and small organisations and her research appears in information systems, marketing, supply management, global business management and public policy journals.

Dr Sandy’s industry experience includes strategic marketing management in the international credit card sector, advertising, consultancy and quantitative market research.

Advanced Branding Workshop: Sharpening your brand for internationalisation

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