The Business of Branding

Branding has moved beyond colourful new logos and uniforms. It is now recognised as an essential element in marketing and brand equity is now measured in millions of dollars. Understanding the value of branding and, more importantly, how to maintain the value of your brand is essential for marketing professionals in international corporations and small business owners alike. This comprehensive one-day course will give you insights into the business of branding and how to maintain and develop a brand.

Course content

Module 1
The purpose of branding; what are logos and symbols; what is a trademark and a corporate identity; the arrival of the consultancies and new jargon for the new age.

Module 2
The factors in naming a brand. What are the requirements from the market and legally; Group exercise in naming three new products.

Module 3
The reason behind taglines and requirements for a successful tagline. Group exercise in creating new taglines for existing brands. A closer look at four successful brands: Apple; Caterpillar; Starbucks, Air Asia.

Module 4
Internal tasks, research and questions to ask; brand and line extensions; group exercise in writing a positioning statement; finally, the brand clinic.

  • Date: To be confirmed
  • Time: 9am to 5.30pm
  • Venue: Marketing Institute of Singapore, North Bridge Road campus
  • Course fee: $399.00 per participant
  • Special Rate: Register 3 or more participants (15% discount)
  • Email:

Allein Moore is a WDA qualified trainer and certified Master Trainer who has conducted courses for individuals or corporates including participants from Ogilvy & Mather, BBH, APB, Carrier, Courts, Reader’s Digest, L’Oreal, Singapore Exhibition Services, National University of Singapore. In his 30-year career in advertising, Allein has pitched and won millions of dollars worth of business as well as presenting at major regional conferences.

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