Branding Boot Camp
Date/Venue:
February 28-March 3, 2026 / Shanghai
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
Contact Us
Winnie WU
Tel: (86 21) 2890 5185
Mobile: (86) 136 6187 6023
Email: wwinnie@ceibs.edu
Address: 699 Hongfeng Road, Pudong, Shanghai
-
Wang, GaoProfessor of Marketing;
Baosteel Chair in Marketing;
Associate Dean;
Director of Executive Education Programme;
Programme Director ofChief Marketing Officer (CMO) Programme
Programme Co-Director of Global CEO Programme for China -
Wang, YajinProfessor of Marketing, CEIBS
Associate Dean (Research)
Research Area Director of ESG
Programme Co-Director of CEIBS-Branding Boot Camp
Programme Co-Director of CEIBS-Tencent Joint Programme
Programme Objective
The programme is designed to motivate and enhance managerial skills and leadership of woman managers and executives, launch an in-depth discussion on how to release their potential and cope with the unique challenges of woman leaders in a cultural and corporate context.
Programme Schedule
Day 1
- Project introduction
- Brand strategy in the digital era: An overview
- 1st proposal discussion: What are the specific brand issues and goals of the company?
Day 2
- 1st proposal presentation
- Brand creation and differentiation: Analysing customers, industry trends, competitive landscape, and company capabilities
- 2nd proposal discussion: What is the core value of the brand? What are the brand’s positioning and target customers?
- 2nd proposal presentation
- Customer-centric brand assets and user value creation
- Group discussion to review and revise 2nd proposal
Day 3
- 2nd updated proposal presentation (post-review version)
- Develop a brand plan and establish brand assets
- Share insights into the latest digital marketing practices
- How to execute and implement a brand plan
- 3rd proposal discussion: Brand plan design, execution and implementation
Day 4
- 3rd proposal presentation
- Evaluation and feedback from coaches
- Evaluation and feedback from professors
- Final brand plan revision based on feedback from all parties
- Implementation process will vary depending on the stage of development and needs of the participating companies.
- CEIBS reserves the right to change information about this programme, including price, date, location, faculty, daily schedule, and other details.
Teaching Language
Chinese
Admissions Procedures
Applications are requested at least 30 days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on the basis of space availability. For more information, please contact our Customer Service Team in Shanghai, Beijing or Shenzhen.
Cancellations
Any cancellation made 30 days or more prior to the programme start date is eligible for a full refund of programme fees paid. However, the expenses arising therefrom shall be for the account of the applicant or his/her employer. Any cancellation made less than 30 days prior to the programme start date shall be subject to a fee of 20 percent of the total programme fee. After the programme starts, no fees shall be refunded for participants who withdraw from the programme for any reason.
Notification
To ensure the continuity of your learning, you are required to make proper arrangements according to the course schedule after receiving your letter of enrollment. We will neither make up lessons for you nor confer you with the certificate of completion if you are absent from the course for personal reasons. CEIBS reserves the right to amend information on this programme including price, discount, date, location, faculty, daily schedule and other details.
