A lot of courses deal with Brand Management but only few of them focuses on Business to Business branding. This course focuses on B2B branding which is substantially different from B2C brand management.
B2B Branding Characteristics
Differences between B2C and B2B branding
B2B brand Relevance
Power of the Business Brand
B2B Branding Dimensions
B2B Branding Process
B2B Success Stories
Is a brand something you own?
Do brands take care of themselves?
Brand Awareness vs. Brand Relevance
Can Outsiders do your brand job?
Branding in Big Picture
Corporate Social Responsibility
Branding in East Asia
Design and Branding
This course is designed for all staff requiring a wider view of their part of the business; their specific roles within it; and of their involvement in improving its contribution to the organisation as a whole
Format of the course
A combination of:
By the end of the workshop, attendees will be able to:
Explain what “brand” is and how they can influence it
Understand the process for Change strategies and your company’s position within them
Detail the relevant principles underlying any change to a business
Realise the importance of Customer / Stakeholder relationships in the successful running of any business
Define the financial aspects of a business and of the delegates’ part of that business
Determine the important aspects of negotiating to ensure the best possible outcome for their part of the business
What is a “brand”?
What is your company’s brand?
What can I do to influence the strength of the my company’s brand?
Basic Change Strategies
The need for a company’s managers constantly to assess the current status of their part of the organisation – particularly when compared with its peers and competitors – and introduce pro-active (rather than re-active) changes
The “STARS” model of Change Strategies and Planning
How / Why previous change has gone well?
How / Why previous change has not gone well?
Lessons to be learned from previous change initiatives (in your company and elsewhere)
The 9 Change principles – and putting them into practice
Lewin’s model of Change Implementation
The Change Kaleidoscope
The Psychological Affects of change
How am I feeling now? How are my colleagues felling now?
How will I / they feel as a change process unfolds?
Customer / Stakeholder Relationships
What is a Customer?
What is a Stakeholder?
How can I get the most from each Customer / Stakeholder interaction?
The Service : Profit Chain
Financial Aspects of a Business
Profit & Loss Accounts
Vision / Mission Statements
Objective Setting to meet deliver the Mission Statements
Performance Management to exceed the agreed Objectives
Negotiating for Best Results
Communication in Negotiation
The importance of Effective Presentations
Different Negotiating Strategies
The 3-phase Negotiating Process
Why Focus On Using The Internet As A Marketing Channel [for Promotion & Consumption of your products and/or services]?
Your company may have a superior product in terms of Brand Recognition, Pricing & Usability however - without giving adequate attention to the path that the product takes before it end up in the hands of the end user; your organization can quickly find itself losing significant market share.
The internet is becoming increasingly involved in the purchasing decisions of the end user. The internet can be both a strategic Promotion as well as Consumption channel. The challenge however is for organizations to incorporate the internet into the corporate plans from a strategic perspective.
Benefits of attending this comprehensive course will include :
Learning practical tips how to stabilize existing client bases, acquire new customers and ultimately drive revenues
Getting simply stated, armed with the practical, down to earth, tried and tested information
Enabling the organizations to modify and extend their strategies & Tactics as appropriate in order to separate themselves from the competition
Why should you attend?
The overall effective use of the internet as a channel to market works in conjunction with the existing components of the Business strategy, such as Branding, Pricing, the USP & specific target Market segments in order to ultimately sell more to existing customers as well as acquiring new ones. As the focus of this program extends far beyond the standard practice of a company having a website and employing an agency to run Pay Per click campaigns all those involved with the Sales, Marketing and Support functions of the organisation will gain from exposing themselves to the content of the seminar.
Theory into Practice
The program examines and challenges key existing offline Mmarketing strategies & tactics and makes use of discussion and analysis as a foundation of how to incorporate them with full use of the internet and the New Technologies as a marketing channel.
Attendees will be given practical examples, tools and techniques which will help them to strengthen and bolster existing plans by incorporating the internet into Business and Marketing strategies, making use of the new technologies.
Some of the sections & subject matter of the seminar are as follows:
Engaging customers via the corporate website
Social Media Marketing
Pay per click traffic vs/in conjunction with organic traffic generation
Outsourcing traffic generation vs PPc fees
Developing traffic generation via natural organic search listings
Bringing clients into the lead generation funnel via the internet
Building a database of potential clients
Auto responder systems
Generating market research subjects
Educating users in exchange for customer information
Online membership sites
Provision of online manuals and training
Identifying potential buyers
Dominating the search engines
Getting into the mind of the internet user
SERPS [search engine ranking positionings] for all major product categories
Natural organic traffic
Link Popularity / Link Reputation
Move clients from online to offline
Use of lead generation details
Engaging clients in various online stages
Selling at the top of the funnel
Cycles of online and offline communication
Affiliate and joint venture marketing
Engaging with partner organizations
Managing the relationship
Making use of customer list
Joint venture marketing
Social media as part of the overall business strategy
Generating traffic via social media presence
Which social media sites to focus on
Using lead generation to guide clients through the marketing funnel
Engaging with different types of content
This course is designed for business owners, entrepreneurs and managers who want start a business in People's Republic of China. It focuses on professional services industry (consulting, hi-tech, etc...), though people working in other industries can also benefit from the course.
Th motivation to create this course was that there are a lot of courses focusing on culture or pure legal aspect of doing business in China, there was no course which would comprehensively cover all aspects of the business.
This course does not provide any legal advise. It is provided by people who started their own business in China, not lawyers.
Choosing type of company
Process, departments and permissions
Limitation of operations in China
Regulations in different areas
Office renting requirements
Choosing office provider
Company chops (stamps)
Significance of chops
Types of chops
Basics of accountancy in China
Where to host
Permission to host in mainland china
Search Engine Optimization
Very Short Cultural Hints
Learning the language
Other things you shall know
Understand marketing. Touch your customers´ feelings. Prepare your own plan.
Make your marketing and business in line with customer expectations and exceed them.
Which phase are you in?
Drawing your own development
Typical marketing failures
How to avoid failures
Analyses of successful companies
Advertising and brand management
What you can learn
Customer in the center
Meet and know your customer
Analyses of your marketing and business
Making structure and improvements for your business
Creating your own strategy
Solving small problems
Doing right things in the right time
Creating your own secrets and difference
Be a leader
Think like a leader