Very often the term “brand building” is associated with building a brand around a product. But, product branding is only one of the aspects of branding. If, in today’s competitive environment, an organisation is differently recognised, it is because of its corporate brand. The corporate brand reflects the character and philosophy of an organisation. It gives the organisation a sustainable point of competitive difference. This difference coupled with an excellent product, will generate substantial value.

A corporate brand reflects value to all stakeholders – customers, shareholders/ promoters, lenders, suppliers, employees, society, government, environment, etc. 

This programme will help participants appreciate brand building in a holistic perspective, through understanding the concept better and would also provide insights into activities and processes that contribute to organisation brand building.