A SEMINAR ON STRATEGIC BRANDING FOR THE HALAL INDUSTRY & A WORKSHOP ON STRATEGIC BRANDING AND IMPLEMENTATION FOR SMEs 17th - 18th July 2012, Golden

Transcription

1 A SEMINAR ON STRATEGIC BRANDING FOR THE HALAL INDUSTRY & A WORKSHOP ON STRATEGIC BRANDING AND IMPLEMENTATION FOR SMEs 17th - 18th July 2012, Golden Chersonese Media Hall, Level 10, Maju Junction, KL

2 A seminar on strategic branding for the Halal industry AND A workshop on strategic branding and implementation for the Halal certified SMEs Format BY Paul Temporal Brought to you by HDC This two day presentation focuses on strategy considerations and best practice techniques in branding Malaysia as the global halal industry leader as well as providing halal certified companies with specific know how in branding and marketing their companies, products and services. 17th July Day one of the presentation provides insights into the latest facts, figures and trends on the global halal market across Muslim majority and minority countries. It gives an overview of the opportunities and challenges for Malaysia and its companies in building the global halal business. Mention will also be made on decisions required to create a unified, differentiated Malaysian halal brand strategy that will enhance the national image which include brand vision, values and positioning. 18th July 2012 Day two of the presentation is specifically for halal certified companies who are anxious to know best practices in branding their product and services in Muslim markets. Discussions for the day will cover topics such as what is or is not a brand, brand as a strategic asset, brand architecture: corporate versus product branding which to choose and why, creating a brand strategy, brand implementation and tracking your brand success. Venue Golden Chersonese Media Hall, Level 10, Maju Junction, KL Facilitator Dr. Paul Temporal is a leading global expert on brand creation, development and management who has worked with leading companies and governments and is well known for his practical and results-oriented approach. He is a pioneer in the field of Islamic Branding and Marketing. Organisations for which he has consulted, both local and international, include APEC, ASEAN, OIC, UNCTAD, Gulf Co-operation Council (GCC), United Arab Emirates (UAE), Governments of Brunei, Canada, China, Dubai, Hong Kong, Malaysia, Oman, New Zealand, Singapore, Thailand and the United Kingdom. Corporate clients include Coca-Cola Corporation, Microsoft, Intel, Dubai Aluminium, Dubai World Trade Centre, Dubai Group, Renault, Marks and Spencer, BAT, Capital Land, Opus, Standard Chartered Bank, Fraser & Neave, Flextech Holdings, Great Eastern, Motorola, Marie Claire, JTC, infocomms Development Agency (ida) Singapore, Suzuki, Kao, Panasonic, TDK, Raffles International Hotels, Singapore Technologies, Times Publishing Group, Cerebos Asia-Pacific, Singapore Telecoms and many more. At Said Business School, Executive Education Centre, University of Oxford, he is currently responsible for directing a unique research and education development project on Islamic Branding and Marketing. Registration Participants will be charged a fee of RM390 per person for the two days presentation. Students will be charged a nominal fee of RM100 for the two days course Fees include lunch, refreshments and workshop material Enquiries For enquiries, please call ext 560 (Farah Ayob) / ext 587 (Yusaini Mohamed) or visit

3 A SEMINAR ON THE STRATEGIC BRANDING OF THE HALAL INDUSTRY FOR MALAYSIA DAY 1 : 17 th July 2012 For: Officials from government agencies, SMEs and selected University faculty/postgraduate students. Objective: To provide delegates with an understanding of strategy considerations to achieve the branding of Malaysia as the global halal industry leader, and how to move forward using best practice techniques. Workshop Style: Examples and cases will be used from brands around the world, and short exercises for delegates will be conducted. Plenary discussions will also be used. Date and Timing: The seminar will on July 17 th from 9am to 5pm, with morning, lunch and afternoon breaks. Content: Session One: 9.00 am am 1. Latest facts, figures and trends on the global halal market across Muslim majority and minority countries the opportunities and challenges for Malaysia and its companies. 2. Similarities and differences in halal country markets. 3. Overview of the opportunities and challenges for Malaysian companies in building global halal businesses. 4. Nation and public sector branding, the Nation Brand Effect, and the benefits of industry branding for economic wealth. 5. The role of the government and the public sector in driving the halal industry branding Session Two: am to pm 6. 1 Malaysia, 1 Brand, many ambassadors exploring brand architecture and the choices available to Malaysia and the halal industry. 7. The need for a single halal industry brand strategy, and how to develop it (the process of branding an industry). 8. The decisions required to create a unified, differentiated Malaysian halal brand strategy that will enhance the national image including brand vision, values, and positioning. 9. The use of Islamic values in creating a universally acceptable and attractive brand personality for the halal industry of Malaysia.

4 Lunch Session Three: 1.45 pm 3.15 pm 10. Malaysia as the global halal brand leader: Brand positioning questions to answer and strategies to use. 11. Brand management (1) setting up a structure to manage the Malaysian halal brand, and secure consistent holistic implementation. 12. Brand management (2) the management of innovation, speed and flexibility Session Four: 3.45 pm 5.00 pm 13. Brand management (3) managing brand ambassadors - training of companies, getting buy-in, securing quality. 14. Summary of marketing strategies for Muslim majority countries. 15. Summary of marketing strategies for Muslim minority countries. 16. Next steps. 17. Q&A. DAY 2: 18 th July 2012 Objective: To provide halal certified S.M.E. companies from Malaysia with best practice techniques in branding and marketing for their companies, products and services in Muslim markets. Date and Timing: The workshop will run on 18 th July from 9 am to 5 pm with morning, lunch, and afternoon breaks. Workshop Style: Examples and cases will be used from brands around the world, and short exercises for delegates will be conducted. Plenary discussions will also be used. Content: Session One: 9.00 am 10.30am 1. An overview of global halal markets latest facts, figures and trends. 2. Opportunities and challenges for Malaysian companies in different categories in Muslim majority and minority markets. 3. What a brand is and is not some myths about branding; brands as relationships; the importance of quality in developing a strong brand; brand identity v. brand image. 4. Brand as a strategic asset benefits of owning a powerful brand. 5. B2B and B2C companies similarities and differences do branding techniques differ? Session Two: am pm 6. Brand architecture: corporate versus product branding which to choose and why.

5 Lunch 7. Understanding customers the importance of developing consumer insight. 8. Creating a brand strategy what essential things need to be in place: a. An emotional platform b. A clear brand vision c. An attractive brand personality (including the use of Islamic values) d. A differentiated brand positioning; writing a positioning statement. Session Three: pm pm 9. Brand implementation (1) Communications, including advertising, promotion and the use of the Internet and social media. 10. Brand implementation (2) Internal branding building a corporate brand culture and getting employees to live the brand. 11. Brand implementation (3) Brand management what to manage and how to manage your brand(s), including structure and brand action planning. 12. Brand implementation (4) Improving the customer experience managing every brand touch point. Session Four: pm pm 13. Brand Implementation (5): 3 must have s for your branded business speed, agility and innovation. 14. Tracking your brand success. 15. Strategies for success in marketing to Muslim majority and minority audiences; positioning halal products. 16. Budget issues. 17. Q & A.