The brands that a firm has invested in and developed over time are typically their most valuable assets. Product designs, manufacturing processes and other business processes may be easily copied, but a strong brand is something that cannot be easily reproduced. Many Asian companies are coming to terms with the importance of branding and are putting more resources into buildinga strong brand. This is evident from the number of branding awards (e.g., Singapore Promising Brand Award, Readers' Digest Most Trusted Brand Award, etc.) being handed out in recent years. Companies are also paying top dollars for branding managers.
This course aims to inform participants about the current theories and findings on how firms manage brands and will address issues such as:
- What is brand equity and how do you build brand equity?
- How do you capitalize on brand equity?
- What are the important issues in planning, implementing and evaluating brand strategies?
- What are the relevant theories and models to help managers make branding decisions?
This course will cover the latest thinking and framework on branding and examine how these frameworks may be applied in the Asian context.
About the Instructor
Sharon Ng is Associate Professor of Marketing in the Nanyang Business School, NTU. She received her PhD from University of Minnesota in 2004. Sharon's research focuses primarily on two main areas - cross-cultural differences in consumer behaviour and branding issues. She has published in the top marketing journals, such as Journal of Marketing Research and Journal of Consumer Research. She was named the 2009 MSI Young Scholar and was the Researcher of the Division in 2006 and 2008.
About the Course Structure
As this is an elective course in the MSc (Marketing & Consumer Insight) programme, participants will be joining the MSc students and are thus expected to contribute/participate fully in the course, i.e., to attend all sessions diligently and complete all the required assignments/projects as required. This is an intensive full-time 5-day course conducted on NTU campus in Singapore. A typical day starts from 830am to 6pm incorporating seminar sessions, group discussions, experiential workshops and presentations.
At the end of the course, participants will receive a Certificate of Participation awarded by the Institute on Asian Consumer Insight and the Nanyang Business School, Nanyang Technological University.
Please note that participation in/completion of this course does not guarantee admission to the MSc (Marketing & Consumer Insight) programme or any other graduate programmes at NTU. Participants who wish to embark on a graduate programme will need to satisfy the respective programme’s admission requirements and undergo the admissions review process.
Preferred Participant Profile
This course is suited for middle- to senior-level executives in any industry who wish to truly understand their customers and adapt to fast-changing markets.
Participants should possess a bachelors’ degree with a minimum of 8 years of full-time work experience.
For our foreign participants, on-campus accommodation is available at the Nanyang Executive Centre, www.ntu.edu.sg/nec. Please note that the course fee do not include accommodation and travel expenses.
Click here to submit your application online.
For Enquires on the Course & Application, please contact:
Ms Ramona Zuzarte
Associate Director, Programmes Development
Institute on Asian Consumer Insight
Nanyang Business School
Nanyang Technological University