S I N G A P O R E M A N A G E M E N T U N I V E R S I T Y

BRANd ANd REPUTATION PROGRAMMEBuilding the Bridge Between Brand and Reputation

Paul A. ArgentiProfessor of Corporate Communication

In Partnership with:

Kevin Lane KellerE.B. Osborn Professor

of Marketing

Building the Bridge Between Brand and ReputationIn today’s challenging marketplace, your brand and reputation are vital strategic assets. They are the foundation on which your organisation is built. Yet every day they are put at risk. You are entrusted with safeguarding them—and beyond that, to enhance and realize strategic value from them. Tuck’s Brand and Reputation programme can help.

Senior Vice President, Diversity & InclusionAbercrombie & Fitch Co

The programme was a perfect balance of thought leadership and professional application that was relevant to my strategic challenges. This course provides solid grounding in how to focus on the importance of protecting brand, risk, and reputation across various constituencies.

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Optimising Corporate Reputation and Managing Brands—a Critical Strategic Imperative

This programme gives you the tools to enhance both your brand equity and reputation capital and optimise the intrinsic link between them. You will also learn how to implement state-of the-art measurement systems.

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TOPICSunderstanding Corporate Identity, Image, and Reputation

The Strategic Communication Imperative

Managing Corporate Reputation and Reputational Risk

Corporate Brand Equity and Positioning

Corporate Brand Architecture

Building and Managing the Corporate Brand

Measuring Corporate Brand Equity

Special Sessions with Industry Experts

Access the Best

Professors Paul Argenti and Kevin Lane Keller are acknowledged as two of the world’s top thinkers in the areas of reputation management and strategic branding. Together, they provide the latest and most comprehensive frameworks and practical insights on the art and science of managing corporate reputation and brands.

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Paul A. ArgentiProfessor of Corporate Communication

Kevin Lane KellerE.B. Osborn Professor of Marketing

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Faculty Profile

Paul Argenti is Professor of Corporate Communication at the Tuck School and Faculty Director of Tuck Executive Education’s Leadership and Strategic Impact, Brand and Reputation, and custom programmes. Over the past 30 years, Professor Argenti has provided management and corporate communication consulting and training for hundreds of organisations, including general Electric, Saudi Aramco, Sony, novartis, and goldman Sachs. He also consults and speaks about issues of corporate reputation and social responsibility.

In the fall of 2012, the sixth edition of Professor Argenti’s widely used

Corporate Communication textbook will be published. Other recent books include Digital Strategies for Powerful Corporate Communications (2009) and Strategic Corporate Communication (2007). A Fulbright scholar, in 2007 he received the Pathfinder Award from the Institute for Public Relations for excellence in research over a long career.

Prior to joining Tuck, Professor Argenti taught management and corporate communication at the Harvard Business School and Columbia Business School. He has also taught as a visiting professor in Japan, Finland, the netherlands, India, and Singapore.

For more information and to see this professor’s academic bio, please visit: http://www.tuck.dartmouth.edu/faculty/faculty-directory/paul-a-argenti

For more information and to see this professor’s academic bio, please visit: http://www.tuck.dartmouth.edu/faculty/faculty-directory/kevin-lane-keller

Kevin Lane Keller is the E.B. Osborn Professor of Marketing at the Tuck School, where he teaches MBA courses and executive education programmes on marketing and strategic brand management.

Professor Keller is acknowledged as one of the international leaders in the study of brands, branding, and strategic brand management. Actively involved with industry, he has worked on a host of different types of branding projects for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & gamble, and SAB Miller.

A popular and highly sought-after speaker, he has given talks and conducted marketing seminars to top executives in a variety of forums all over the world.

Professor Keller is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His textbook, Strategic Brand Management, has been adopted at top business schools and leading firms around the world. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management, now in its 13th edition.

PAuL ARgEnTIProfessor of Corporate CommunicationTuck School of Business

KEVIn LAnE KELLERE.B. Osborn Professor of MarketingTuck School of Business

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Faculty Profile

Dr. Srinivas K. Reddy is Professor of Marketing and Director, Center for Marketing Excellence, Lee Kong Chian School of Business, Singapore Management university. Previously, he was the Executive Director and group Head, Corporate Strategy and Leadership Development at Maytas Holdings. Prior to his stint at Maytas, Dr. Srinivas K. Reddy was the Robert O. Arnold Professor of Business and the Director of the Coca-Cola Center for Marketing Studies, Terry College of Business at the university of georgia. He holds M.Phil. and Ph.D. degrees in Business Administration from Columbia university. Dr. Reddy was on the faculties of new York university ‘s Stern School of Business, Columbia university, and the university of California, Los Angeles and was a visiting professor at Stanford Business School.

Dr. Reddy’s expertise is in new product development, marketing and competitive strategy involving new brands and services. In 2006, he has been awarded the IBM’s prestigious SuRgrant to study corporate innovativeness and innovation conversion. He has consulted and taught executive programs for IBM, Coca-Cola Company, Miller Brewing, Pfizer, Eli Lilly, Bristol-Myers-Squibb,

Satyam Computer Services,Chase, Turner Broadcasting, Cox Interactive Media, united Parcel Service, Equitable, Ford Foundation and Price Waterhouse Coopers. He has been recognized for his outstanding teaching and was the recipient of Award for Teaching Excellence in 1994. He was nominated as the MBA Teacher of the Year in 1999, 2000, 2002 and 2005.

Dr. Reddy along with Professor Krishna Palepu of Harvard Business School was the advisor to the Chief Minister of Andhra Pradesh , India on the state’s Vision 2020 program for economic development. Professor Reddy was the founding director of Quantum national Bank, Atlanta in 1995. He was also the co-founder of enLeague, a startup company involved in developing technological solutions for enterprise peer-to-peer networks. enLeague was the first startup to be funded by the Coca-Cola’s incubator Fizzion. He was on the advisory board of navigauge, aradio audience dynamics/telematics company, and Panacea, an electronic medical practice company. He is a Director of MRII (Marketing Research Institute International) and an Advisory Board member of gfK Academy, germany.

SRInIVAS K. REDDYProfessor of Marketing and Director, Center for Marketing Excellence, Lee Kong Chian School of Business, SMU

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Tentative Programme Schedule*

Communicating Strategically to Enhance Brand and Reputation

Corporate Brand Equity and Positioning

Reputational Risk Analysis and Crisis Management

Cocktail Reception

Building and Managing the Corporate Brand

Building, Protecting, and Measuring Corporate Reputation

Corporate Brand Architecture

Special Event

Develop the connection between strategy development and execution using strategic communication.

Learn how to use strategic communication to create integration.

understand how to create communication strategies for enhancing brand and reputation.

understand how to define corporate brand equity

Learn how to properly position a corporate brand

Explore the mistakes and success factors are in corporate brand positioning.

group Project Work: Brand and Reputation Challenges

group Report-Outs: Brand and Reputation Challenges

understand the opportunities and threats that develop from reputational risk?

Learn how to mitigate risk and measure the effectiveness of programs you put into place.

understand how to recognize a crisis.

Learn how to manage a crisis.

understand how to identify key drivers of brand equity.

Learn how to maximize internal branding.

Learn how to develop a strong corporate image campaign.

Explore how to revitalize a fading brand.

Define identity, image, and reputation.

How do you build and protect a reputation.

How reputation is measured.

understand how to develop a good brand architecture strategy

Learn how to successfully extend a corporate brand

Explore how to achieve the potential of a corporate brand

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* Programme dates is subject to change.

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national Marketing Strategy Lead, Monsanto Canada

Vice President, Corporate Communication, Johnson & Johnson

The greatest value to me was the opportunity to interact with Kevin Keller and Paul Argenti and discuss with them the challenges I face with my brands. It has had a profound impact on how I think more critically about our business and our strategy.

The programme was an effective mix of lecture, discussion, and peer interaction. It provided a practical window into the intersection and integration of communication and marketing. I’d recommend the programme to both communication and marketing professionals.

BRAnD AnD REPuTATIOn PROgRAMME

Sign up for the Brand and Reputation Programme Now

For any additional enquires about this programmeme, please contact Mr Paul Li (Assistant Director, Open Enrolment) at paulli@smu.edu.sg or at +65 6808 5393.

Administration Building 81 Victoria Street Singapore 188065

Contact Us:

SMU Executive Development Singapore Management University

Tel: +65 6828 0100 Fax: +65 6828 0428 Email: exd@smu.edu.sg

SgD 3,600*

fees

4–6 MARCH 2014

dates

duration

2.5 DAYSRESIDEnTIAL

* Programme date and fee is subject to change. gST (7%) is applicable for individuals from Singapore registered companies.

STEP

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STEP

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Complete the Online Registration Form at https://www.regonline.com/smu_brandandreputation032013

A representative will get in touch with you to confirm your registration and billing details.

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At Tuck, the business of learning is personal.

We value depth over breadth. We focus on a small number of exceptional open enrollment programmes and a select number of world-class custom clients. We are known for providing personalised service to our participants and the companies we work with.

When you engage with Tuck, you draw on the legacy of the first graduate school of management. Founded at Dartmouth College in 1900, the Tuck School served as the prototype for the many MBA-granting graduate programmes that followed.

Since 2000 there have been 60 rankings put out by six major publications: BusinessWeek, The Economist, Forbes, Financial Times, U.S. News and World Report, and The Wall Street Journal. In those, Tuck has been ranked #1 eight times and been in the top ten 85% of the time.

A premier university in Asia, the Singapore Management university (SMu) is internationally recognised for its world-class research and distinguished teaching. Established in 2000, SMu’s mission is to generate leading-edge research with global impact and produce broad-based, creative and entrepreneurial leaders for the knowledge-based economy. It is known to be a pioneer in Singapore for its interactive and technologically enabled pedagogy of seminar-style teaching in small class sizes which remains its unique hallmark.

About Tuck School of Business at dartmouth

About Singapore Management University

BRAnD AnD REPuTATIOn PROgRAMME

SMu ExECuTIVE DEVELOPMEnTSingapore Management universityAdministration Building, 81 Victoria Street, Singapore 188065

exd@smu.edu.sg +65 6828 0100 www.exd.smu.edu.sg