Brand Power: The upside potential of Branding is a specially designed 2 days workshop that will explain how Branding works. Why it is of vital importance to build your Brand in order to ensure growth. The workshop will reveal some ways of capitalizing on untapped potential of your products and manufacturing facilities. It will enabling participants to get to the next level of marketing products and services at a premium price. In the course of this session we will explore the possibility of adding relevant value to products and service, and how this strengthen your Brand’s position in the market place and assures continuous profit. Workshop Benefits: - Learn how to build a successful Brand. - Discover how Branding can become the antidote to raising costs. - Turn half-baked Brand ideas into fully fledged revenue contributors. - Strengthen your Brand’s position in the market place. - Encourage you to think differently about your business. - Add relevant value to your products and services. - Gain customers’ confidence in these trying times

1. BRAND POWER
The upside potential
of Branding
MARKETING & 05 - 06 DECEMBER 2011
GRAND MILLENNIUM
BRANDING KUALA LUMPUR
SERIES MALAYSIA
NO SUCH THING AS: “BUSINESS AS USUAL” YOUR INTERNATIONAL
You don’t have to be a global Branding expert to figure this one out:
COURSE FACILITATOR
- Confidence in the economy is at all times low
- Customer’s confidence is down
- Rising costs are a fact Alex Goslar
- Prices of goods and services are up
- Adding relevant value, is the sure way out Managing Director
Goslar & Associates
COURSE OVERVIEW
Alex Goslar is an award winning creator of Brands worked
in Vienna, Frankfurt, Chicago, Toronto, Kuala Lumpur,
Jakarta, Addis Ababa, Lomé.
Brand Power: The upside potential of Branding is a specially designed 2 days
workshop that will explain how Branding works. Why it is of vital importance to To Build Brands has been Alex Goslar’s subject of interest
build your Brand in order to ensure growth. for the past 30 years. Most of Alex’s Brand building
activities was at Leo Burnett Advertising Co., where he was
a creative director stationed in Bangkok, Chicago and
The workshop will reveal some ways of capitalizing on untapped potential of Frankfurt Germany.
your products and manufacturing facilities. It will enabling participants to get
to the next level of marketing products and services at a premium price. Amongst his acolytes are distinctive campaigns for such
global brands as: Mc Donald’s, Heinz Ketchup, Kraft Foods,
In the course of this session we will explore the possibility of adding relevant Kellogg’s , Phillip Morris, P&G Cheer detergent, Vidal
Sassoon, Volvo Cars, Dunlop Tires, BASF Video and Audio
value to products and service, and how this strengthen your Brand’s position in tapes, Vick Pharmaceuticals, Nestle and many more.
the market place and assures continuous profit.
Alex’s international awards include:
Golden Lions from the Cannes Film Festival, New York
Ideas are like allusive gems. Cleo’s, awards from the London Advertising Festival The
To find them takes alertness, diligence and luck. One show and the Los Angeles art director’s club.
- Alex Goslar In 1994 Alex was the chairman of a judging panel at the
South African “The Loerie ” awards.
Workshop Benefits:
Alex is currently managing his independent Branding
Discover why it is of vital importance to build your Brand in order to Agency out of Bangkok.
ensure growth.
The lectures will reveal some ways of capitalizing on untapped
potential of your products and manufacturing facilities.
It will enabling attendees to get to the next level of marketing
products and services at a premium price.
A special segment in the Workshop that deals directly with your
specific Branding issues. EXCLUSIVE TAKEAWAYS:
Workshop Materials: Every participant
receives a copy of the “Brand Power: The
“It is a great idea that you thought of “Brand Recovery Program” in the upside potential of Branding” course
North African states like Egypt and Tunisia. Your presentation was timely materials containing an overview of the
and to the point. I am sure there are many companies trying to rebuild course plus work-sheets, templates,
their brand after the recent 'Revolution' " examples and exercises.
- Seyoum Bereded-Samuel UK
© 360 BSI (M) Sdn Bhd (833835-X), Level 8 Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia. 1

2. COURSE
CONTENT
DAY1
The principles of Branding - What should be considered in setting up
a Brand. From the blue print to the Brand’s proposition.
Brand’s life cycle - Considering “How long does it take to build a
Brand” and “for how long is the Brand going to last.” What can be
expected in-between.
Practical exercise: Brand DNA
While Brand has its own character we have identified 6 typologies WHY THIS EVENT
that indicate the peculiarities of a Brand’s DNA. Analyzed in terms of This workshop will explain how Branding works,
how they would affect Branding. why some Brands are doing very well while
What customers want - Understanding the symbiotic relationship others are struggling.
between customers and Brands is essential in devising effective Participants will discover ways to capitalize on
Brand communication. the untapped potential of Brands. You will get a
better understanding of how Branding works
Branding, an on-going task - What parts of the brand should not and how added value increases the currency of
change and what parts need to be updated according to the the Brand.
marketing situation. In addition, we will discuss participants’ specific
Building on existing Marketing - How can an OEM based production issues with their Brand. At the end of the session
facility start up its own Brand. Opportunities and pitfalls… attendees will get a first analysis.
The combination of interactive presentations,
hands-on exercises and open discussion groups
along with real case studies, ensures you will
obtain maximum value from attending.
DAY2
Maximize PR effectiveness - Find out what kind of communication is
needed. When and where should PR take place in order to maximize
effectiveness.
Accountability of Brands - Brand KPI, return of investment.
Marketing your Brand abroad - Principles are different from culture
to culture. What you need to know about Branding abroad.
Brand reputation management - Causes and effects - A good
reputation is the most valuable asset a Brand can have
Practical Exercise: Generating Branding ideas - Ideas are an
essential tool for any business. This session will explore how the mind
works and how you could improve your idea generating skills. WHO SHOULD ATTEND
Analysis of your Branding potential - Let’s talk about your Brand. CEOs, Company Chairman & Directors
First impression, quick analysis. Follow Up Templates & Summary of VPs, GMs of Corporate Communications
your Branding potential. Heads & Managers of Advertising
Business Development Managers
Sales & Marketing Managers
Media & Public Relations Managers
Government Officials
“Thank you very much for your analysis and recommendation regarding Business owners
our Brand. We have enjoyed a lot what you have shared with us. This Entrepreneurs
will definitely contribute to our continuous success in the future. To
attend your workshop was an honour.” COURSE SCHEDULE
- Claudio Grinberg, Luxury Road magazine, Panama City 8.00 Registration & Coffee/Tea
8.30 Workshop commences
10.10 - 10.30 Morning coffee/tea
12.30 - 13.30 Lunch
Your Brand deserves a fighting chance. 14.40 - 15.00 Afternoon coffee/tea
- Alex Goslar 16.00 End of day
2

3. Workshop Pre-Course Questionnaire
Dear Participant,
360 BSI is delighted to welcome you to the Workshop: “Brand Power: The upside potential of Branding” to be held
on: 05 – 06 Dec 2011 in Kuala Lumpur, Malaysia
The workshop material is based on actual occurrences. Each Seminar consists of lectures, examples and a Workshop.
During the Workshop, participants are encouraged to debate their marketing and branding issues. In order to maximize
the benefit for you, kindly fill out the pre-course questionnaire & submit together with the registration form. It will allow the
trainer to be better prepared.
Your Name:
E-mail:
Your profession/Jobtitle/Position:
Company name:
Brand Name:
Category/Sector:
Sales value in US$ (2009-2010)
Name 3 of your competitors
Market situation in your category/sector: In 2008 In 2010
What are your marketing objectives? (tick where appropriate)
Increase long term market share
Increased customer base
Increased Brand awareness
Incremental sales
What are your branding intentions? (tick where appropriate)
Introducing a new Brand
Re-branding an existing Brand
Expanding the Brand into new markets
Your special interest (tick where appropriate)
Presence in distribution networks
How to develop a viable marketing strategy
Coming up with new Branding ideas
When and how to introduce a brand
How to manage a Brand’s reputation.
Others:
360 BSI (M) Sdn Bhd (Company No. 833835-X)
Level 8 Pavilion KL | 168 Jalan Bukit Bintang | 55100 Kuala Lumpur | MALAYSIA
+603 92057770 +603 92057788 www.360bsi.com

4. BRAND POWER
The upside potential
REGISTRATION FORM
of Branding Fax: +603 9205 7788
Tel: +603 9205 7778
Mobile: +6016 3326 360
05 - 06 DECEMBER 2011
GRAND MILLENNIUM
KUALA LUMPUR Email: kris@360bsi.com
MALAYSIA
DELEGATES IN-HOUSE TRAINING
1 Name : 360 BSI is passionate about providing strategic technical
programs and high potential training solutions across the
Name on tag : region to build personal competencies and organizational
Job Title : capability.
You will receive practical training from a professionally
Email : qualified educator with over twenty years of teaching and
Mobile training experience.
:
Please feel free to mix-and-match topics from the areas listed
2 Name : below to get the right training content for your staff. Other
topics may be available upon request.
Name on tag :
OTHER PUBLIC COURSES
Job Title :
Green Supply Chain Management
Email : Finance & Budgeting for Technical Professionals
Communication & Presentation Skills
Mobile : Root Cause Analysis
Professional Proposal & Report Writing
3 Name :
Record & Document Management
Name on tag : Resilience - Thriving in Challenging Times
Job Title :
Hotel Contact Details:
Email : For Room Reservation, please contact Reservation Desk.
Telephone: +60 3 2117 4899 Fax: +60 3 2142 1441
Mobile : E-mail: reservations@grandmillenniumkl.com
Grand Millennium Kuala Lumpur
AUTHORIZATION 160, Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia
(This form is invalid without a signature) General Information:
Name : 1 Closing date for registration is 28th November 2011.
2 The fees cover lunch, tea breaks, materials and certificate.
Job Title : 3 Official confirmation will be sent, once registration has
Email : been received.
4 Participants will need to arrange their own accommodation.
5 Attire: Smart Casual
Tel : ( )
Cancellations/Substitutions
Organization :
Substitutions are welcome at any time. Please notify us at
Address : least 2 working days prior to the event. All cancellations will
carry a 10% cancellation fee, once a registration form is
received. All cancellations must be in writing by fax or email
at least 2 weeks before the event date. Cancellations with
less than 2 weeks prior to the event date carry a 100% liability.
However, course materials will still be couriered to you.
Signature : Date: / /
Thank you for your registration!
FEES (please tick as appropriate) PAYMENT DETAILS
Payment is required within 5 days upon receipt of
USD 1,795 per delegate the invoice.
Bank transfer:
USD 1,650 - register before 01-NOV-11 360 BSI (M) Sdn Bhd
USD 4,500 - Special for Group of 3 HSBC Bank Malaysia Berhad
Bukit Bintang Branch, Kuala Lumpur, Malaysia
Account No: 203-371059-725
The fee does not include any taxes (withholding or otherwise). In case of any taxes applicable
the client has to ensure that the taxes are paid on top of the investment fee paid for the course. Swift No: HBMBMYKL
Compliance with the local tax laws is the responsibility of the client.
* Save up to 50% for In-house Training program All payments must be received prior to the event date
© 360 BSI (M) Sdn Bhd (833835-X), Level 8 Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia. www.360bsi.com 3