What It Takes To Be A Winning Brand

Course Date:
To be advised

Registration Period:
To be advised

Duration:
7 hours / 1 day

Time:
9:30am to 5:30pm

Mode of Training:
Classroom

Venue:
Singapore Polytechnic


Course Introduction
Products and even services are increasingly commoditised with the disruptive forces of technology, unanticipated competition, unlimited consumer choice and their new emerging expectations. In this complex marketplace, branding is more important than ever to differentiate your offer whether you are a MNC expanding your footprint, a local SME with a rich story to tell or an energetic startup challenging change.

Brands are dynamic; they give your products and/or services valuable meaning. A brand is an organising principle and belief system internally, and externally a truly compelling promise to your customers – if you are able to identify and harness it.

Join me for this 1-day workshop to review the potential of your brand in stages and what you can do to take it further. Rich in content yet lighthearted in approach, this interactive workshop will include plenty of peer discussions and experiential activities to bring your learnings to life.


Course Objectives
This 1-day course introduces learners to the strategic role of brands in driving enterprise innovation and growth, starting from the fundamentals.

Facilitated experientially by Denis Tan, a practising strategy director with over 12 years of senior client and creative agency experience, this accessible course introduces learners to pillars underpinning effective brands; the key concepts alongside actual case studies with a healthy dose of pragmatic advice.

Whether you are just starting up a new brand or rejuvenating your existing brand, the desired outcome is for you to understand these core brand fundamentals and importantly, see what you can do tangibly to improve your brand to drive your business growth. 


Course Outline

In this 1-day workshop you will learn about:

  1. Why branding matters today more than ever?
  2. Occupying a credible yet distinctive brand positioning in the mind of your target customer
  3. Developing a compelling brand personality to deepen your customer’s awareness and emotional engagement
  4. Communicating your brand world (e.g. logos, taglines, packaging, campaigns, UX, experiences) in line with your brand positioning and personality
  5. Aligning your portfolio of products and/or services effectively for desired brand impact
  6. Useful tips to inspire great work with your external creative agencies or internal marketing team

This workshop will be conducted with a blend of lectures, case studies, hands-on experiential activities and peer discussion.


Suitable For
People whose responsibilities may include strategic brand development, corporate planning, product development, marketing management, brand communication, customer or business development, managing in-house marketing teams or external creative agency relationships.


Minimum Entry Requirements / Assumed Skills and Knowledge
At least 2-4 years of working experience preferred. Basic working proficiency of English or Mandarin.


Award / Certification / Accreditation
Certificate of Attendance

Course Fee
Fees Payable:
$267.50 (incl. GST)


Funding Incentives

SkillsFuture Credit (SFC)
With effect from January 2016, Singaporeans aged 25 years and above who received their SkillsFuture Credit account activation letter will be eligible for an initial credit of $500 which can be used to pay for course fees for a range of eligible skills-related courses. The credits can be used on top of existing course fee subsidies/funding.

This is only applicable for self-sponsored applicants. Application via SkillsFuture Portal can only be made starting from 60 days before the course commencement date.


Withdrawal and Deferment
Withdrawal and deferment notice must be made in writing to the Professional & Adult Continuing Education (PACE) Academy, Singapore Polytechnic via email accordingly:

Online Courses - elearning@sp.edu.sg
All other Courses - pace@sp.edu.sg
For withdrawal cases, the portion of course fee to be refunded is based on the date of notice as follows:

Classroom
  • 2 weeks before the commencement of the course - Full refund
  • Less than 2 weeks before commencement of the course - 70% refund
  • On or after date of commencement - No refund
E-Learning
  • There will be no refund or transfer of course once the account has been created.
The Singapore Polytechnic reserves the right to cancel or postpone any of the courses. Applicants will be duly notified and where applicable, the full fees will be refunded.

The Singapore Polytechnic also reserves the right to amend the fees charged or the period and duration of the courses.

The data provided to Singapore Polytechnic will be kept strictly confidential and will be used for the purpose of course administration. The data may be passed on to the relevant organisations that require the information related to the course.
Register Here
Eligible for SkillsFuture Credit

Terms and Conditions

* Registration may be closed once seats are filled up


Application Procedure

1. All applications must be made via Online Registration at www.pace.sp.edu.sg
Course fees can be paid by the following payment modes:

a) Credit Cards, Internet Banking, NETS (Not Applicable for company sponsored)
For e-payment using Visa/Master cards and Internet Banking, please click on the ‘Make e-Payment’ button on the acknowledgement page to proceed.

b) For NETS payment, you can pay at:
Singapore Polytechnic
PACE Academy

c) Cheques
Please make cheques payable to “Singapore Polytechnic”. Do cross the cheque and write the Registration Reference ID, Applicant Name and NRIC/FIN number at the back of the cheque. When you have completed required details, you may mail the cheque here.

Please note that an administrative charge of $15 will be imposed for any returned cheques from the bank or financial institution.

2. All successful applicants will be notified with a letter of confirmation via email.

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