SBC 2011 Venue

The programme of Singapore Brand Conference 2009 has been specifically crafted to address the needs of small and medium sized enterprises. With a focus on building global brands, this event is set to be the definitive branding conference.

| 2010 | 2008 | 2007 |

Singapore Brand Conference 2009 Programme

Competing in ASEAN & Beyond

Keynote Address
Guest-of-Honour
Mr Lee Yi Shyan
Minister of State, Ministry of Trade and Industry

Organisational Change In An Economic Crisis – From A Brand Perspective
Mr Teng Theng Dar, CEO, Singapore Business Federation

How Singapore Brands Cross Borders Successfully
Ms Chong Siak Ching, President & CEO, Ascendas Pte Ltd

The Singapore brand name has a strong reputation and is highly associated with attributes such as reliability, quality, efficiency and trust that can be leveraged to sell your products and services overseas. By crossing the borders, local firms will enjoy a larger potential market, economies of scale and continued growth. Although there are many benefits to internationalization, there are also many challenges and risks. It is very important for Singapore companies to understand that global branding success goes beyond just overcoming cultural and language differences. Building trustworthy relationships, understanding the country risks, technology, rules and regulations are some of the other challenges to building strong brand associations when venturing overseas.



Taking On Big Brands… And Winning
Dr Ting Choon Meng, Chairman & CEO, HealthSTATS International Pte Ltd

Global Brands – Managing Challenges and Opportunities
Panel Chairman: Mr Ted Tan, Deputy CEO, International Enterprise Singapore

Panel Members


Building A Strong Employer Brand
Ms Wong Su-Yen, CEO, Mercer (Singapore) Pte Ltd

An employer brand is the company’s image as perceived by current and potential employees. A strong employer brand often has distinct attributes that attracts employees to the company. Salary is not the only thing that matter. There are many other things that employees look for: a prestigious employer, good work culture, learning and career growth opportunity, freedom of work, recognition, appreciation, and many more. For those who want to attract the best and brightest talents to work for you, and to become the employer of choice, this session will show you the attributes of a strong employer brand and how to make these attributes an integral part of your brand.

The SNEF – StrategiCom Employer Branding Study
Dr Wilson Chew, Group Principal Consultant & CEO, StrategiCom Pte Ltd

A company cannot grow unless it has enough of the right kind of people to drive and sustain that growth. Smaller companies have traditionally been at a disadvantage when it comes to the talent war but this Singapore National Employers Federation – StrategiCom Employer Branding Study shows how successful Singapore SMEs actually go about winning the war for human capital against the MNCs. It can be done and SMEs in this region can learn a great deal from other SMEs that have gone up against the Goliaths and beating them.

Can SMEs Attract And Retain Talent?
Session Chair: Mr Koh Juan Kiat, Executive Director, Singapore National Employers Federation

The word “company” is commonly used in the context of a “company” of people. SMEs are no different. It is still a company of people. The question is, are its people good enough and aligned to the brand? This is the same question any business would have to ask regardless of its size. A business cannot transform into a brand unless it has enough of the right kind of ambassadors to drive and sustain the mission of the brand. The belief that smaller companies have traditionally been at a disadvantage when it comes to the talent war is a myth. SMEs today have the same or better tools to help them get an edge over larger companies or the public service sector. The StrategiCom – Singapore National Employers Federation Employer Branding Study attempts to provide the strategies which SMEs can use in the war against the brain-drain movement; especially towards MNCs.

Panel Members


10 Strategies For Creating Great Names
Mr Jacky Tai
Principal Consultant
StrategiCom Pte Ltd

Anything that you can do, no matter how fantastic, can be copied by your competitors. They can even do it better and cheaper. But the one thing that they can’t copy is your name. The only thing that differentiates you in the long-run is nothing more than the name. Unfortunately, many companies don’t pay enough attention to creating a good name. Some even leave the name till the last minute. Jacky Tai will share with you the 10 rules of naming that will help you to create a powerful brand name so that you will get that extra edge over competitors.

Can B2B Companies Build Their Brands Online?
Ms Tessa Lam, Chief Information Officer, IP Mirror Pte Ltd

Building Your Brand Online
Panel Chairman: Mr Eddie Chau, Chairman, Singapore Enterprise Chapter, Singapore Information Technology Federation

Panel Members


Business Social Responsibility: Business or Responsibility?
Mr Willie Cheng, Former Partner, Accenture

Many companies engage in Corporate Social Responsibility (CSR) because of its business benefits, not least of which is the branding. However, that plays to the argument of critics that the business of business is just business. Yet, another perspective requires businesses to understand the power they have and the attendant responsibility that entails. Willie Cheng will explore these alternate perspectives of CSR and its implications on the actions and the very definition of an enterprise.

Corporate Social Responsibility: A Blessing For Brands
Mr Thomas Thomas
Executive Director, Singapore Compact for CSR

The economic and financial crises have shown that trust has been damaged. Brands are about the trust. CSR can be a tool to establish trust with stakeholders. This will be a competitive advantage for those who read the coming emphasis on CSR. CSR is about managing with values and principles. It has to be embedded in ethics. See how CSR had made a difference for companies.

The Relevance Of Corporate Social Responsibility In Troubled Times
Panel Chairman: Mr Suresh Agarwal, Managing Director, InfoTech Global Pte Ltd

Panel Members

Singapore Brand Conference

The Singapore Brand Conference is specially designed for Singapore companies, bringing you the most powerful principles that transformed successful global brands.