Strategic Brand Management

25-27 June, 2012

ADMINISTRATIVE STAFF COLLEGE OF INDIA

About the Programme The power of effective branding is elucidated by this quote: If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you John Stuart, former CEO of Quaker Oats Building and sustaining brand equity is a great challenge in the hypercompetitive market place. The most valuable assets of a company are its brands and they have to be nurtured over time. Even during slow economic growth, companies possessing strong brand portfolios have been able to sustain growth. Investment in brand building has resulted in short term and long term profitability. This programme is holistic and provides you with necessary theory, models and practical applications to analyze, develop and manage a brand over time. Programme Objectives The 3 day programme will enable managers to develop an in-depth understanding of brand management from strategic and tactical perspectives. Managers will be able to gain insights into how to create successful brands, measure brand equity and design branding strategies. Emerging concepts such as internal branding, services branding, pharmaceutical branding and commodity branding would also be highlighted. Contents The programme takes an overall approach to strategic brand management beginning from how to introduce a brand, nurture it and build the brand to sustain itself over time. ? Provide structure for analyzing the branding strategy of a company ? brand identity, personality, image and positioning Understand ? Gain insights on how to build and measure brand equity including brand audit ? application of brand elements, integrated communications and secondary Learn the associations ? the brand architecture including brand expansion and brand portfolio Managing strategies ? corporate brands Managing ? Power of social media in branding Faculty Experienced faculty from the ASCI pool and skilled practicing managers from the corporate sector Target Managers profile Middle and senior level managers working in the areas of sales, marketing and business development. The program is suitable for managers from any sector such as consumer, trade and business to business markets representing both products and services. Typical designations would be product/ brand managers, marketing managers, public relations officers, Marcom managers, corporate communications managers from public, private and NGO sectors. Organisational sponsorship is essential

Pedagogy A combination of lectures, case studies, and practice sessions using exercises in a vibrant learning atmosphere. In-class discussions with experts and other participants will enable quick understanding of concepts and help application of tools learned in branding your companys brand. Venue The programme is fully residential and the participants will be accommodated in single airconditioned rooms in the Bella Vista or the College Park Campus of the college at Hyderabad. The College does not provide accommodation for the family. Transport from Airport/Railway station and campus will be arranged by the College. Duration The programme duration is from Monday June 25, 2012 to Wednesday June 27, 2012. The participants are expected to arrive a day before the commencement and may leave after the conclusion of the programme. Programme Fee Rs. 26,500/- (USD 1160) plus service tax @10.30% per participant (or as amended by GoI from time to time of the total fee) will be charged to cover tuition, board and lodging, courseware and other facilitates of the college including internet usage. Local participants not availing hostel accommodation will be given a discount of Rs. 1,000/- per day for the duration of the programme. A concession of ten percent is given to the second nominee and onwards. A ten percent concession is given to a woman participant. In either case, the maximum allowable concession is 10%. Medical Insurance The nominees are requested to carry with them proof of Medical Insurance. The sponsoring agency is required to endorse the nominees medical coverage in the event of hospitalization. Last date for Nomination The nomination form duly filled in along with the Demand Draft made out in favour of Administrative Staff College of India Payable at Hyderabad should reach the Programmes Officer by June 11, 2012. Last Date for Withdrawal June18,2012. Any withdrawals after this date will entail forfeiture of fee paid. ASCI Alumni Association Participants of the college programmes will automatically become the members of the ASCI Alumni Association Certificate of Participation The College issues a Certificate of Participation on conclusion of the Programme.

Programme Coordinator

Dr. Shahaida P
Associate Professor and Chairperson Marketing Area E Mail: shahaida@asci.org.in

ASCI MANAGEMENT DEVELOPMENT PROGRAMMES FOR 2012-13

GENERAL MANAGEMENT GMP for Senior Executives-Session 119 Advanced Management Programme (Study Tour to Milan, Zurich, Paris, Brussels & Amsterdam) Programme for Young Managers GMP for Senior Executives - Session 120 MDP for Women Executives ECONOMICS New Tax Regime and its Implications: Service Tax, VAT, Customs & Central Excise Data Analysis Tools for Business & Economics Financial Systems, Management and Accountability in Government Business Analysis and Forecasting Techniques ENERGY Promoting Energy Efficiency and Energy Conservation Regulating Electricity Tariff & Related Issues Renewable Energy:Potential & Market Prospects ENVIRONMENT Environmental Impact Assessment: Good Practices Management of Hazardous Waste & Chemicals Environmental Management Plan for Thermal Power Plants Pharma & Chemical Sector - Environmental Aspects & Mitigation Planning FINANCE Project Appraisal and Financing Financial Risk Management & Derivatives Finance for Non-Finance Executives Strategic Financial Management Corporate Valuation Managing Costs to Enhance Profitability GENDER STUDIES Gender Budgeting and Planning HUMAN RESOURCE MANAGEMENT HR Audit Leadership and Organisation Development Strategic Human Resource Management (Study Tour to Malaysia & Singapore) Leadership Through Self Discovery Enhancing Managerial Effectiveness Transactional Analysis for Interpersonal Effectiveness Leadership Skills Development Negotiation Skills Values Driven Leadership Managing Human Relations in Organisations Personality Development Developing Emotionally Intelligent Leadership Managing Creativity and Innovation Effective Human Resource Training & Development Individual Excellence for Organisational Effectiveness Talent Management for Organisational Excellence Improving Work Culture HRM for Line Managers Leadership Skills Development Strategic Leadership and Change Management Strategic Human Resource Management Communication Skills for Managers Executive Coaching and Mentoring Team Building and Conflict Management Decision Making for Effective Leadership Effective Trade Union Management HEALTH STUDIES Managing Development Evaluation Risk Management in Hospitals Public Private Partnership in Social Sector 4-Jun-2012 20-Aug-2012 8-Sep-2012 8- Oct-2012 7-Jan-2013 7-Jan-2013 29-Jun-2012 31-Aug-2012 23-Sep-2012 19-Oct-2012 1-Feb-2013 11-Jan-2013 Using Data for Programme Monitoring & Evaluation Qualitative and Quantitative Methods and Computer Assisted Data Analysis for the Social Sector Health Care Delivery & Best Practices Empowering Hospital Administrators with Management Skills in Turbulent Times. Health Insurance INNOVATION & TECHNOLOGY Innovation Management 4-Jun-2012 2-Jul-2012 10-Sep-2012 10-Dec-2012 6-Jun-2012 4-Jul-2012 14-Sep-2012 12-Dec-2012 INFORMATION TECHNOLOGY e-Procurement IT Enabled Knowledge Management Management of IT MARKETING Sales Management Strategic Brand Management Customer Relationship Management Marketing of Services:Customer Orientation Approach Sales Management Strategic Marketing Product Strategies and New Product Development OPERATIONS Procurement Procedures for World Bank Aided Projects Inventory Management Project and Contract Management Productivity Management for Enhanced Organisational Effectiveness Procurement Procedures for World Bank Aided Projects Leadership in Operations Materials and Supply Chain Management Project Management for World Bank Aided Projects Lean Manufacturing Procurement Procedures for World Bank Aided Projects Project and Contract Management RESETTLEMENT & REHABILITATION Base Line Survey for R & R and CSR Project Index based Weather Insurance Concept, Design and Implementation Managing Land Acquisition and R & R for a Vibrant Stakeholder Environment Social Impact Assessment URBAN GOVERNANCE Change Management for Achieving Continuous Water Supply (24/7) for all in Urban Areas Urban Poverty Alleviation and Social Housing Integrated Solid Waste Management Formulation of Inclusive and Participatory City Development Plans Capacity Building for Operationalising Urban Governance Reforms Public Private Partnership in Urban Infrastructure & Service Delivery Project Preparation and Management in Urban Infrastructure & Service Delivery ASCI-WBI Certification Programme in Urban Management in India - 2012 Towards Universal Sanitation in Urban Areas Benchmarking Urban Services Change Management for Achieving Continuous Water Supply (24/7) for all in Urban Areas ASCI-WBI MDP on Strengthening Urban Management in India Project Preparation and Management in Urban Infrastructure & Service Delivery Public Private Partnership in Urban Infrastructure and Service Delivery 15-Oct-2012 26-Nov-2012 3-Dec-2012 4-Feb-2013 13-Feb-2013 17-Dec-2012 10-Dec-2012 20-Feb-2013 11-Mar-2013 17-Oct-2012 30-Nov-2012 14-Dec-2012 8-Feb-2013 15-Feb-2013 21-Dec-2012 12-Dec-2012 22-Feb-2013 13-Mar-2013

9-Jul-2012 30-Jul-2012 3-Dec-2012 18-Jun-2012 6-Aug-2012 15-Oct-2012 28-Jan-2013 16-Jul-2012 5-Nov-2012 3-Dec-2012 17-Dec-2012 21-Jan-2013 4-Feb-2013 16-Aug-2012 4-Jun-2012 11-Jun-2012 2-Jul-2012 7-Jul-2012 9-Jul-2012 16-Jul-2012 23-Jul-2012 30-Jul-2012 6-Aug-2012 23-Aug-2012 3-Sep-2012 24-Sep-2012 8-Oct-2012 15-Oct-2012 29-Oct-2012 5-Nov-2012 19-Nov-2012 26-Nov-2012 3-Dec-2012 10-Dec-2012 17-Dec-2012 7-Jan-2013 28-Jan-2013 4-Feb-2013 18-Feb-2013 4-Mar-2013 18-Mar-2013

13-Jul-2012 3-Aug-2012 7-Dec-2012 20-Jun-2012 8-Aug-2012 17-Oct-2012 30-Jan-2013 18-Jul-2012 9-Nov-2012 5-Dec-2012 19-Dec-2012 23-Jan-2013 6-Feb-2013 18-Aug-2012 6-Jun-2012 15-Jun-2012 6-Jul-2012 15-Jul-2012 11-Jul-2012 20-Jul-2012 25-Jul-2012 3-Aug-2012 8-Aug-2012 25-Aug-2012 7-Sep-2012 28-Sep-2012 12-Oct-2012 17-Oct-2012 2-Nov-2012 9-Nov-2012 21-Nov-2012 28-Nov-2012 7-Dec-2012 14-Dec-2012 21-Dec-2012 11-Jan-2013 1-Feb-2013 8-Feb-2013 22-Feb-2013 8-Mar-2013 22-Mar-2013

14-May-2012 18-May-2012 25-Jun-2012 27-Jun-2012 16-Jul-2012 18-Jul-2012 16-Aug-2012 18-Aug-2012 29-Oct-2012 2-Nov-2012 21-Nov-2012 25-Nov-2012 25-Feb-2013 27-Feb-2013

9-Jul-2012 23-Jul-2012 30-Jul-2012 27-Aug-2012 19-Nov-2012 19-Nov-2012 3-Dec-2012 7-Jan-2013 28-Jan-2013 11-Feb-2013 4-Mar-2013

20-Jul-2012 25-Jul-2012 3-Aug-2012 29-Aug-2012 30-Nov-2012 23-Nov-2012 7-Dec-2012 11-Jan-2013 30-Jan-2013 22-Feb-2013 8-Mar-2013

28-May-2012 30-May-2012 23-Jul-2012 24-Sep-2012 17-Dec-2012 25-Jul-2012 28-Sep-2012 19-Dec-2012

9-Apr-2012 13-Apr-2012 9-May-2012 11-May-2012 28-May-2012 1-Jun-2012 18-Jun-2012 16-Jul-2012 6-Aug-2012 22-Aug-2012 3-Sep-2012 1-Oct-2012 19-Nov-2012 10-Dec-2012 21-Jan-2013 11-Feb-2013 11-Mar-2013 20-Jun-2012 18-Jul-2012 8-Aug-2012 24-Aug-2012 14-Sep-2012 5-Oct-2012 21-Nov-2012 14-Dec-2012 25-Jan-2013 13-Feb-2013 13-Mar-2013

14-May-2012 18-May-2012 2-Jul-2012 4-Jul-2012 24-Sep-2012 28-Sep-2012

Bella Vista, Raj Bhavan Road, Khairatabad, Hyderabad - 500 082, India. Telefax (Programmes Office) : 0091-40-23324365 Phone : 0091-40-66534247, Fax: 0091-40-66534356 Cable: BELLAVISTA, Email: poffice@asci.org.in

ADMINISTRATIVE STAFF COLLEGE OF INDIA

BellaVista,Raj Bhavan Road, Hyderabad-500082, A.P.(India)

Nomination Form Programme on

Strategic Brand Management

(June 25-27, 2012)
Nominees Personal Information : Name Designation : : Date of Birth :

Organisation : Address Phone(s) e-mail Education : : (Off) : : : (Mobile) : Fax : Home :

Training Programmes Attended : Nominees Career Profile Organisation Position Responsibility No. of Years

Expectations from the programme :

Medical Insurance : Name of the Insurance Agency Policy Number Validity upto

Note: Coverage should be available in Hyderabad, India. Amount Payable : Mode of Payment (DD/Ch) : Date of Instrument :

Instrument Number : Name of the Bank : Signature of the Sponsoring Authority : Name : Designation :

Date :

NOTE : Forward nomination form to : Mrs. P Mahalaxmi, Programmes Officer , Administrative Staff . College of India, Bella Vista, Hyderabad - 500 082. Phone : 0091-40-66534247, Mobile: 09246203535, T elefax: 0091-040-23324365, Fax: 0091-040-66534356. e-mail: poffice@asci.org.in

ADMINISTRATIVE STAFF COLLEGE OF INDIA

Bella Vista , Raj Bhavan Road, Hyderabad - 500 082, A.P. (In dia) Ph:0091-40-66533000 13 Lines, 66533032 (Direct) Telefax:(Programmes Office) 0091-40-23324365 Fax: 0 09 1- 40 -66 53 43 56 , e mai l: p of fice@ asci .or g. in, U RL: ht tp: //www.asci .or g. in

Dr. Shahaida P
Associate Professor & Chair Person Marketing Area Programme Director Dear Sir / Madam,

February 23, 2012

Programme on

Strategic Brand Management

(June 25-27, 2012)

I am happy to inform you about ASCIs forthcoming Management Development Programme on Strategic Brand Management. The programme starts on Monday, June 25, 2012 and will end on Wednesday, June 27, 2012 at 1800 hours. This programme is designed to equip marketing managers in building successful brands by enhancing their understanding of best branding techniques from theoretical and practical perspectives The programme will be holistic and address branding fundamentals in creating, developing and sustaining brand value over time. The programme is designed for Middle and senior level managers working in the areas of sales, marketing and business development. The program is suitable for managers from any sector such as consumer, trade and business to business markets representing both products and services. Typical designations would be product/ brand managers, marketing managers, public relations officers, Marcom managers, corporate communications managers from public, private and NGO sectors. This programme will provide tangible benefits to the organization as successful branding leads to profitable organizations. If you need further information, you may contact me (at phone: 04066534356, +91 9908177866, Fax-040-66534356, email: poffice@asci.org.in, shahaida@asci.org.in) Please note that the nominees are requested to carry with them the proof of medical insurance. The sponsoring agency is required to endorse the nominees medical coverage in the event of hospitalization. Thanking You Yours faithfully,

Shahaida P Encl: Brochure and Nomination form