The European Chamber is delighted to invite you to the next tailor-made Workshop on China Branding Refresher 1.01, presented by ICSME.

CHINA BRANDING REFRESHER 1.01

A half-day journey over branding basics – road blockers – as a process with semantics analysis of local brands. A detailed good brand entrance to China and a bad entrance example will be commented.

Part 1: IS BRANDING DIFFERENT IN CHINA ? 

In many aspects, universal rules of branding are valid in China. Rather than a difference, there are roadblockers for many potential brandowners.

This part delivers

·         Why branding is more important for China

·         Road blockers

·         Parallel universes of branding needs different approachs

Part 2 : BRANDING AS A PROCESS

Branding is a matter of time, belief and efficient usage of existing sources. Therefore to manage branding as a process is a must.  

This session will enable you to:

·         Understand 4 keypoints

·         Analyze the steps of spiral of branding

·         See the touch points in a holistic way

·         A good entrance example of a GLOBAL BRAND to CHINA

Part 3 : IMPORTANT AXES AND SEMANTICS OF BRANDING

Inspite of media and lifestyle changes, 3 important axes dominate branding journey.

PRICE, POSITIONING and COMMUNICATION.

During this part :

·         Effects of these 3 factors

·         Adjustments of product due to positioning

·         A trial of  semantic analysis of sports shoe ads

will be discussed. A bad  entrance case will be discussed.

Part 4 : FUTURE AND STAR CATEGORIES FOR CHINESE BRANDS (between 12:00-13:00)

In this session, lecturer will make a surgery for a local electronic brand. He will try to explain how he will change and start the branding process of this potential global brand.

Registration
Please register through this website (button above).
For any further enquiries, please contact Ms Zhao Yang at yangzhao@europeanchamber.com.cn or 63852023-117, stating your name and company, by Tuesday, 20 August 2013 COB.

Event Terms & Conditions
If you are planning to attend this event, we strongly recommend that you register in advance so that we can keep you updated on any changes that may occur regarding the date and/or venue.

Speakers

Mr. Mufit Mesci

ICSME Shanghai

Mr. Mufit Mesci

ICSME Shanghai

View speaker details

Mr. Mufit Mesci held many senior roles in his long career. Among other things he was Country Head of McCann-Erickson Central Asia and Senior Director for Leo Burnett and lectured at several universities on Strategic Marketing and Media Planning. He has worked in the past 10 months as embedded CMO for a large Chinese Electronics manufacturer and can combine the experiences of the Chinese brand world with established global practices.

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