Participants

CEIBS recommends that top decision-makers and core executive teams responsible for brand management attend the Boot Camp. Typical participants include:

• Presidents, general managers, and business unit general managers of the group company
• Marketing Directors, Brand Directors, CMOs, VPs of Marketing, Brand Managers, etc.
• IT Directors, CTOs, CIOs, CDOs, etc.
• HR Directors, CHOs, HRVPs, etc.
• Supply Chain and Logistics Directors

Introduction

If your company is facing any of the following branding dilemmas, then the CEIBS Branding Boot Camp may be the perfect way to develop your response:

• How should we take the first step towards branding when our company already has strong sales?
• How should we consolidate brand assets now that our company has launched its branding efforts?
• How can legacy brands effectively transform to address the challenges posed by the rise of new consumer groups in the digital age?
• How can brands tap into new markets (achieve “brand extension”) based on existing brand assets without causing brand dilution?
• How can a parent company foster synergy between its sub-brands and establish a robust brand management structure?
• How can a brand’s strength be enhanced effectively when its value remains underdeveloped, despite strong supply chain and manufacturing capabilities?

This Boot Camp is uniquely structured as a four-day, three-night immersive programme designed to help participants chart a clear path for their companies’ branding efforts. Each of the five to six selected companies will assemble a branding project team consisting of no more than six executives. Guided by CEIBS professors, these project teams will immerse themselves in real cases from their own organisations, combing through brand positioning, user analysis, digital marketing, and brand assets. This collaborative effort aims to develop a comprehensive and systematic brand strategy aligned with the company’s development stage. In particular, these teams are encouraged to engage in brainstorming and peer learning sessions to spark creative ideas and build consensus around action plans.

Programme Content

• Brand strategy in the digital era
• Brand creation and differentiation
• Customer-centric brand assets in the digital era
• Brand plan design, execution, and implementation
• Digital marketing practices

A certificate of completion will be awarded

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