About Singapore Brand Conference
The Singapore Brand Conference (“SBC”) has established itself as the most definitive conference on branding for businesses in Asia. This event is one of the highlights in the world of brand strategy as field experts share their unique insights and real world experience in building their brands.
Since its inception in 2007, the Singapore Brand Conference has progressively become the definitive branding conference in Singapore. Evolving with the times, this annual event takes on the most pertinent branding issues of the day, helping to transform local enterprises into global differentiated brands.
“Branding X Four”
Now into its sixth year, SBC 2012 continues to hold true to its principle of providing insights for Medium-Sized & Fast Growing Enterprises to transform their businesses into globally recognised brands. Singapore Brand Conference 2012 will adopt the theme of “Branding X Four”, demonstrating real world applications of branding in local Medium-Sized & Fast Growing Enterprises via four pertinent pillars of a company.
This year’s conference will expound upon the importance and effective results of branding expressed through the four vital aspects in a company. These four pillars refer to the following aspects of an organisation:
- Session 1: Human Capital Management
Branding expressed through Human Capital Management not only brings about brand alignment internally, it also provides a clearer picture, to employees, their role in the company. The engagement of employees in the brand will result in successful representation of brand qualities to external parties, as well as attract more talents to the brand. This session will highlight the importance of employer branding. Join us as Mr Jacky Tai, Principal Consultant of StrategiCom Pte Ltd, and Dr Luisa Lee, President of The Farrer Park Company, share with us their experience in Human Capital Management branding.
- Session 2: Technology and Operations
Technology and Operations play the crucial role of delivering the brand promise. These two aspects essentially deal with the products and processes of the firm. Technology and business operations support the brand by ensuring that there are no disconnections between what the brand promises and delivers. Let Mr Low Aik Lim, Managing Director of Xcellink Group Pte Ltd, and Dr Wu Dong Qing, Managing Director and CEO of Chemilink Technologies Group Pte Ltd, engage you in a lively session where they will share their experiences of branding in the aspects of technology and operations.
- Session 3: Innovation and Marketing
Companies must embrace change. With an ever-changing marketplace, business models and operations need to be adjusted as well. Innovation is a mindset, a pervasive attitude that enables value creation. The quality and trust in a strong brand mitigates the unknowns that come with new technologies and changing times. Come and enjoy the engaging presentations by Mr Lee Youn Kay, Director – Centre for Quality of Nanyang Polytechnic, and Mr Danny Lien, Managing Director of Amos International, as they share their insights on branding in innovation and marketing.
- Session 4: Finance
Huge global brands generate billions of sales just based on their name. The value of a brand these days lies largely in intangible assets such as brand name. Brand value provides the brand its worth and differentiates it from all others, enhancing the brand beyond its functional business. That is why buyers pay a premium to acquire strong brands. Let Mr Daniel Lim, Vice President – South East Asia, of Jacobson Global Logistics (S) Pte Ltd, and Mr Ng Yeau Chong, Chief Operating Officer of Viking Offshore & Marine Ltd, share with you their experiences in building up brand value.
This year’s showcase aims to illustrate the influence of internal branding efforts and productivity levels within each department of an organisation. Not only does such an exchange facilitate easier comprehension of branding principles, it also provides practical take-backs for Medium-Sized & Fast Growing Enterprises.
