medium sized business in Ban gladesh can get fantastic growth and profits. That is the kind of guidance this training aim to provide. Learning from the best branding practices around the world and adapting it for l ocal needs, the flourishing SME sector in Bangladesh can benefit as much as the large MNCs. But so far, no structured initiative is taken to make the SME unders tand how they can benefit from the power of effective branding. And whatever sma ll initiative that are taken, are totally ineffective for SME in Bangladesh. Why? 1. The textbooks and trainings are filled with examples from other countries tha t no business in our country can relate to. 2. Most of the training focuses on topics relevant to big corporations not for S ME. 3. Most of the trainings just give lectures and are filled with theory and jargo ns that does not provide any practical solutions. As a result the businessmen in this country are deprived of proper brand buildin g knowledge which can greatly benefit them. This training aims to bridge that ga p. How is this training different 1. This is a training that is made for Bangladeshi business people with Banglade shi examples in Bangladeshi context. 2. The best brand learning from around the world are condensed into 13 small, ea sy to implement steps. 3. No jargon and theory is used, only practical solutions that anyone can implem ent. 4. The participants will actually know how to implement the ideas learned throug h small group and individual assignments and tasks. 5. No lecturing, only Learning by doing method . Workshop topics to be covered: 1. Basics of brand development and management. 2. How to create demand for your product and have growth for many years. 3. How to use the power of branding for your business benefit. 4. How to gain profits in spite of stiff competition. 5. How to make customers recommend your business to others. 6. How to do proper marketing at low cost. 7. How to do proper advertising so that everyone will know about your business. 8. How to create a good image of your company like any other big Multinational C ompany. 9. How to be different from any other company and let people know about it. Brand ManagementWalking the Talk About Workshop Why this Workshop? The word Brand is increasingly gaining currency in Bangladesh, thanks to some init iatives taken by leading Multi-National Companies, some Local Banks, very few Lo cal Companies, Advertising Agencies and Bangladesh Brand Forum, a private platfo rm engaged in the systematic exploration, interpretation, integration and evolut ion of this 5 letter word that carries different meanings to different people. Practically speaking, alongside these noble initiatives, I can also see a huge i ronic chasm existing between what is truly Brand Management and what is practice d in the real corporate world. For example, role of the new science of Sales, Di
stribution, Merchandising, Organization Culture, Fast Track Process, Talent Mana gement, Customer Relationship Management, Values, Ethics, CSR, Innovation etc. all parts of Brand Management, remain the evident missing links. Unfortunately, the focus has been narrowed down to some marketing communication stunts or nois e ridden monotonously repetitive advertisements as the main branding activity. Unintentionally though, a company thus allows a growing distance between the part and the whole, the tactical and the strategic, the amateur and the professional, the cost reactive and the investment friendly, the physical and the virtual, the inc onsistent and the consistent, the chaotic and the cultural, and last but not the least, getting customer organized rather than just customer oriented. Brand Management is not a mere profile activation of a certain set of activities like corporate branding or a piece of creative communication skillfully crafted to become a buzz in the social circle. It is a far more painful process for a co nsistently outstanding delivery to the customer strapped with so many things to d o and not to do that in doing so most companies stumble along the way. If a comp any can somehow manage to navigate through the initial rough waters, a scalp of lasting reward is waiting for it at the end. This workshop has been designed keeping this perspective in mind from which the participants are expected to gain a complete view of Brand Management with frequ ent metaphoric references to real life happenings, both local and international. Workshop topics to be covered: Session-1 Brand Management Myths & Mysteries Creating Customer Expectations Creating a Brand Promise The Promise Conversion Cycle Creating a Brand Identity Role of Brand Equity Session-2 Customer Issues & Anxieties Customers-The Broad Categories Branding & Organization Culture Session-3 Managing the Product Mix- The Focus Conflict Pricing- A Strategic Decision Sales & Distribution- Where the Tyre Meets the Road Brand Communication- The Promise Vehicle People- The Brand Ambassadors Session-4 Systems & Processes- The Building Blocks Ethics & CSR The Emerging Differentiators Session-5 Building Brands- The Development Issues Building Brands Vs Building Charisma Branding Who Takes the Call? (Case Study)
Creating strong brands really just takes common sense. Too much has been made of the complexitis involved in creating brands. What you need to be really sure of is that your brand is firing on all four cylinders. This workshop shows you how brand planning is as simple as riding a motorbike. Of course, if you think youl l fall, you will. It takes practice and this two-day workshop provides you with enough experience to be able to steer any kind of brand with confidence. Learn h ow to * Plan brands with confidence * Discover consumer insights with ease * Ans wer the four key questions that power a brand to success * Create a long term ro ute map for your brand Workshop topics to be covered: Introductions The Univbrands Learn-by-Doing Technique Go ahead, create a brand. Participants get a taste of using common sense in brand building Secret to the c onsumers heart Two key questions Ask the consumer. How to get consumers to open up Meet the consumer. Participants meet real world consumers to get hands-on pra ctice The Aha Trees. An insight generation technique Overnight assignment The Ah a Factor. Participants present their discoveries about their brands Crafting the Brands Persona. How to make the Consumer befriend the brand Creating an Extendi ble Branding Idea. Techniques to create an idea that will help your brand become well-loved Coffee and Work Time Is your brand firing on all four cylinders?Fina l presentations by participants End of Workshop Branding for Bangladeshi Business About Workshop 13 lessons to make a great company Your company name is your biggest asset. Even if you have no other products / se rvices / brands, even if you have no money to do advertisements or build brands your company name is one brand that you will have to build and live with. But th is is one aspect of our business that gets the least focus. Do you know if the name of your company is the right one for you? Do you know ho w your suppliers will explain your brand in one word? Do you really know what ki nd of business you are in? Do you know what your customers say about you behind your back? Do you want to be a good corporate citizen but don t have the money? If you don t know the answers to these questions but want to find out, this trai ning is for you. Through this training learn how a good company brand not only pulls the best cus tomers, but also the best employees and best suppliers. Learn how even the small est of companies with no financial budget can reap benefits from CSR. Learn how to create an excellent corporate culture in Bangladeshi local market. Learn how to form partnerships with suppliers and customers that can last even at the face of great competition. Workshop topics to be covered: What will participants know from this training 1. Basics of brand development and management 2. How to turn your company into a fantastic brand 3. How to use Corporate Social Responsibility to create value in local comp anies in Bangladesh 4. How to create a fantastic corporate culture that creates and manages gre at brand experience 5. How to ensure that every employee of your brand becomes a brand ambassad or and a media that is far more powerful than advertisements 6. Every Managing Director / CEO is a brand. How to create and utilize that brand
7. How to give a proper brand name to your company and hold on to it 8. What you market externally to customers should be marketed internally to employees, and how to do it 9. How to create a good image of your company and ensure that customers per ceive your company as easy and friendly How is this training different 1. This is a training that is made for Bangladeshi business people with Ban gladeshi examples in Bangladeshi context 2. The best brand learning from around the world are condensed into 13 smal l, easy to implement steps 3. No jargon and theory is used, only practical solutions that anyone can i mplement 4. The participants will actually know how to implement the ideas learned t hrough small group and individual assignments and tasks 5. No lecturing, only Learning by doing method Branding for Bangladeshi Business About Workshop 13 lessons to make a great company Your company name is your biggest asset. Even if you have no other products / se rvices / brands, even if you have no money to do advertisements or build brands your company name is one brand that you will have to build and live with. But th is is one aspect of our business that gets the least focus. Do you know if the name of your company is the right one for you? Do you know ho w your suppliers will explain your brand in one word? Do you really know what ki nd of business you are in? Do you know what your customers say about you behind your back? Do you want to be a good corporate citizen but don t have the money? If you don t know the answers to these questions but want to find out, this trai ning is for you. Through this training learn how a good company brand not only pulls the best cus tomers, but also the best employees and best suppliers. Learn how even the small est of companies with no financial budget can reap benefits from CSR. Learn how to create an excellent corporate culture in Bangladeshi local market. Learn how to form partnerships with suppliers and customers that can last even at the face of great competition. Workshop topics to be covered: What will participants know from this training 1. Basics of brand development and management 2. How to turn your company into a fantastic brand 3. How to use Corporate Social Responsibility to create value in local comp anies in Bangladesh 4. How to create a fantastic corporate culture that creates and manages gre at brand experience 5. How to ensure that every employee of your brand becomes a brand ambassad or and a media that is far more powerful than advertisements 6. Every Managing Director / CEO is a brand. How to create and utilize that brand 7. How to give a proper brand name to your company and hold on to it 8. What you market externally to customers should be marketed internally to employees, and how to do it 9. How to create a good image of your company and ensure that customers per ceive your company as easy and friendly How is this training different 1. This is a training that is made for Bangladeshi business people with Ban gladeshi examples in Bangladeshi context
2. The best brand learning from around the world are condensed into 13 smal l, easy to implement steps 3. No jargon and theory is used, only practical solutions that anyone can i mplement 4. The participants will actually know how to implement the ideas learned t hrough small group and individual assignments and tasks 5. No lecturing, only Learning by doing method (Collected)