Executive Education Course: Transforming Asian Brands for Success

by Professor Willem Smit | General Management | Marketing

Course Description: 

Iconic brands have become great sources of value for some companies. Think of Coca Cola, Apple, Samsung, BMW, Toyota. However, digitization of the economy is changing the value of brands. Some brands have declined in value due to increased availability of information online, lower search costs, and growing trust in reviews. In such cases, better-informed customers don’t need to rely on brands as mush as signals of quality. For other brands, the digital age has led to increases in value through more personalization, and empowering the pursuit of a greater purpose.

In this course, we will address both of the risks and opportunities of digitization on brand value. We will provide tools to help your organization promote the value of your brands and increase the power to impact positive change. 

As a participant in this program, you will acquire the tools to:

• Analyze the customer-brand equity
• Assess the digital-centric customer decision processes
• Ascertain the Marketing-Finance relationship and achieve real value, measurable, quantifiable

Key Questions

What are todays’ most successful brands and why?

• How to develop a greater purpose for my brands
• How to build and maintain brands meaningful to consumers?
• How to build and maintain brands valuable to firms?
• How to conduct a brand audit and find out what people feel and think about my brand?
• How to allocate firm resources to maximize brand profitability and long- term success?
• How to build and maintain brand resonance with my customers in the digital age?
• How to increase my brand salience digitally?
• How to improve my brand performance and imagery in this digital environment?

The next course will be held over 4 days, 3 hours/day on March 3, 4, 10, 11. 
Course Price: RM3200/USD800* (approx)

About Prof. Willem Smit

Prof. Willem Smit is an Assistant Professor of Marketing at the Asia School of Business and an International Faculty Fellow at MIT Sloan. His main expertise lies in strategy making and managerial cognition, particularly in the areas of digital marketing, global branding and new venture marketing. Prof. Smit earned his doctorate in Marketing from the Erasmus University in Rotterdam, the Netherlands.

Prior to joining ASB, he was at IMD in Lausanne, SMU and NUS in Singapore, where he designed and delivered MBA and executive development programs for multinational companies in the telecom, pharmaceutical and consumer-packaged goods industries.

Download the Course Guide by registering below: