A SEMINAR ONSTRATEGIC BRANDING FOR
THE HALAL INDUSTRY&
A WORKSHOP ONSTRATEGIC BRANDING AND
IMPLEMENTATION FOR SMEs17th - 18th July 2012, Golden Chersonese Media Hall, Level 10, Maju Junction, KL
A seminar on strategic branding for the Halal industryAND
A workshop on strategic branding and implementation for the Halal certified SMEs
BY Paul TemporalBrought to you by HDC
Format
This two day presentation focuses on strategy considerations and best practice techniques in branding Malaysia as the global halal industry leader as well as providing halal certi�ed companies with speci�c know how in branding and marketing their companies, products and services.
17th July 2012 - Day one of the presentation provides insights into the latest facts, �gures and trends on the global halal market across Muslim majority and minority countries. It gives an overview of the opportunities and challenges for Malaysia and its companies in building the global halal business. Mention will also be made on decisions required to create a uni�ed, di�erentiated Malaysian halal brand strategy that will enhance the national image which include brand vision, values and positioning.
18th July 2012 – Day two of the presentation is speci�cally for halal certi�ed companies who are anxious to know best practices in branding their product and services in Muslim markets. Discussions for the day will cover topics such as what is or is not a brand, brand as a strategic asset, brand architecture: corporate versus product branding – which to choose and why, creating a brand strategy, brand implementation and tracking your brand success.
Venue – Golden Chersonese Media Hall, Level 10, Maju Junction, KL
Facilitator
Dr. Paul Temporal is a leading global expert on brand creation, development and management who has worked with leading companies and governments and is well known for his practical and results-oriented approach. He is a pioneer in the �eld of Islamic Branding and Marketing.
Organisations for which he has consulted, both local and international, include APEC, ASEAN, OIC, UNCTAD, Gulf Co-operation Council (GCC), United Arab Emirates (UAE), Governments of Brunei, Canada, China, Dubai, Hong Kong, Malaysia, Oman, New Zealand, Singapore, Thailand and the United Kingdom.
Corporate clients include Coca-Cola Corporation, Microsoft, Intel, Dubai Aluminium, Dubai World Trade Centre, Dubai Group, Renault, Marks and Spencer, BAT, Capital Land, Opus, Standard Chartered Bank, Fraser & Neave, Flextech Holdings, Great Eastern, Motorola, Marie Claire, JTC, infocomms Development Agency (iDA) Singapore, Suzuki, Kao, Panasonic, TDK, Ra�es International Hotels, Singapore Technologies, Times Publish-ing Group, Cerebos Asia-Paci�c, Singapore Telecoms and many more.
At Said Business School, Executive Education Centre, University of Oxford, he is currently responsible for directing a unique research and education development project on Islamic Branding and Marketing.
Registration
Participants will be charged a fee of RM390 per person for the two days presentation. Students will be charged a nominal fee of RM100 for the two days course
Fees include lunch, refreshments and workshop material
EnquiriesFor enquiries, please call 03 7965 5555 ext 560 (Farah Ayob) / ext 587 (Yusaini Mohamed) or visit www.hdcglobal.com
A SEMINAR ON THE STRATEGIC BRANDING OF THE HALAL INDUSTRY FOR MALAYSIA
DAY 1 : 17th July 2012
For: Officials from government agencies, SMEs and selected University faculty/postgraduate
students.
Objective: To provide delegates with an understanding of strategy considerations to achieve the
branding of Malaysia as the global halal industry leader, and how to move forward using best
practice techniques.
Workshop Style: Examples and cases will be used from brands around the world, and short exercises
for delegates will be conducted. Plenary discussions will also be used.
Date and Timing: The seminar will on July 17th from 9am to 5pm, with morning, lunch and afternoon
breaks.
Content:
Session One: 9.00 am – 10.30 am
1. Latest facts, figures and trends on the global halal market across Muslim majority and
minority countries – the opportunities and challenges for Malaysia and its companies.
2. Similarities and differences in halal country markets.
3. Overview of the opportunities and challenges for Malaysian companies in building global
halal businesses.
4. Nation and public sector branding, the Nation Brand Effect, and the benefits of industry
branding for economic wealth.
5. The role of the government and the public sector in driving the halal industry branding
Break
Session Two: 11.00 am to 12.30 pm
6. 1 Malaysia, 1 Brand, many ambassadors – exploring brand architecture and the choices
available to Malaysia and the halal industry.
7. The need for a single halal industry brand strategy, and how to develop it (the process of
branding an industry).
8. The decisions required to create a unified, differentiated Malaysian halal brand strategy that
will enhance the national image including brand vision, values, and positioning.
9. The use of Islamic values in creating a universally acceptable and attractive brand
personality for the halal industry of Malaysia.
Lunch
Session Three: 1.45 pm – 3.15 pm
10. Malaysia as the global halal brand leader: Brand positioning – questions to answer and
strategies to use.
11. Brand management (1) – setting up a structure to manage the Malaysian halal brand, and
secure consistent holistic implementation.
12. Brand management (2) – the management of innovation, speed and flexibility
Break
Session Four: 3.45 pm – 5.00 pm
13. Brand management (3) – managing brand ambassadors - training of companies, getting
“buy-in”, securing quality.
14. Summary of marketing strategies for Muslim majority countries.
15. Summary of marketing strategies for Muslim minority countries.
16. Next steps.
17. Q&A.
DAY 2: 18th July 2012
Objective: To provide halal certified S.M.E. companies from Malaysia with best practice techniques
in branding and marketing for their companies, products and services in Muslim markets.
Date and Timing: The workshop will run on 18th July from 9 am to 5 pm with morning, lunch, and
afternoon breaks.
Workshop Style: Examples and cases will be used from brands around the world, and short exercises
for delegates will be conducted. Plenary discussions will also be used.
Content:
Session One: 9.00 am – 10.30am
1. An overview of global halal markets – latest facts, figures and trends.
2. Opportunities and challenges for Malaysian companies in different categories in Muslim
majority and minority markets.
3. What a brand is and is not – some myths about branding; brands as relationships; the
importance of quality in developing a strong brand; brand identity v. brand image.
4. Brand as a strategic asset – benefits of owning a powerful brand.
5. B2B and B2C companies – similarities and differences – do branding techniques differ?
Break
Session Two: 11.00 am – 12.30 pm
6. Brand architecture: corporate versus product branding – which to choose and why.
7. Understanding customers – the importance of developing consumer insight.
8. Creating a brand strategy – what essential things need to be in place:
a. An emotional platform
b. A clear brand vision
c. An attractive brand personality (including the use of Islamic values)
d. A differentiated brand positioning; writing a positioning statement.
Lunch
Session Three: 13.45 pm – 15.15 pm
9. Brand implementation (1) Communications, including advertising, promotion and the use of
the Internet and social media.
10. Brand implementation (2) Internal branding – building a corporate brand culture and getting
employees to ‘live’ the brand.
11. Brand implementation (3) Brand management – what to manage and how to manage your
brand(s), including structure and brand action planning.
12. Brand implementation (4) Improving the customer experience – managing every brand
touch point.
Break
Session Four: 15.45 pm – 17.00 pm
13. Brand Implementation (5): 3 ‘must have’s for your branded business – speed, agility and
innovation.
14. Tracking your brand success.
15. Strategies for success in marketing to Muslim majority and minority audiences; positioning
halal products.
16. Budget issues.
17. Q & A.
