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07 & 08 May 2012, Sheraton Hotel & Towers, Karachi9:00 am to 5:00 pmCourse Director: Omar AbedinMaster Trainer & Regional Director(Africa, Middle East, South Asia) at Daniel Adams Company, USAA Consumer Marketing professional with over 18 years of global experienceExposure to Multinational and Owner-driven environments in Pakistan,the Middle East and North America...Only FromTraining PartnersFor Registration & Details:Tel: 021-34534261, 021-34536315, Fax: 021-34520708, E-mail: register@octara.com | www.octara.com

07 & 08 May 2012, Sheraton Hotel & Towers, KarachiProgram Overview:If you are currently a practitioner in the field ofmarketing or have always thought of marketing,branding and related activities as a “black box”,this is a golden opportunity for you to learn theart and science of how to go about developingbrand equity for your company. With practical tips,many exercises and case studies, this course willgive you the knowledge to truly understand theneeds of your consumers, the insight to puttogether an action plan, and the ability to flawlesslyexecute that plan to maximum advantage for yourcompany. If you are already in the field ofmarketing, this course will provide you withinvaluable new tools to approach your businesswith a renewed focus.Key Benefits:Completion of the course will enableparticipants to:Improve their understanding of the Marketinglanguage and develop a Common LexiconDifferentiate between Products and BrandsGrasp the concept of “Brand Equity” & itsCause - Effect ladderDevelop a roadmap to Building Brand EquityUnderstand the “Brand Funnel © ” and learninghow to use itEnhance their concepts of Brand Positioningand Brand IdentityIdentify what is job #1 for everyone!Learn to prioritize and build true differentiationFlip the cards and see how consumersview brandsWho Should Attend?Hardcore marketing professionals (BrandManagers,Marketing Managers and Product Managers)seeking new tools, fresh ideas and practicalstrategies for introduction of new products andincreased brand influence over a wider market.Professionals in organizations having a renewedfocus on branding and coping up with best globalpractices.Brand Management Teams facing toughcompetition looking to differentiate their brandsfor a competitive advantage.Advertising Professionals aiming to better connectwith the needs of their clients and deliver innovativesolutions.Course Agenda:“Building Brand Equity” is an interactive workshopfull of tips, tools & techniques for understandingand implementing the process of building powerfulbrands. This 2-day course will cover the followingessential topics:Introduction to Brand EquityPutting together the complete Brand IdentityScore-carding – Measuring Brand EquityBrand Equity Cause - Effect LadderNailing the Frame of ReferenceFeatures, Functions & BenefitsThe Brand Perceptions Model & 6Positioning StrategiesConsumer Categories & ProfilingPowerful Target Markets & Competitive PositioningBrands vs. ProductsBrand Personification & Product AssociationsThe Road to Equity & the Key DifferentiatorsThe Funnel © Concept & the Brand CapsuleHeritage & Power brands

“Every action we take is either adeposit in or a withdrawal from theBank of Brand Equity”Daniel Adams, CEO, DAC.What is the Brand EquityDevelopment process?How do you build a powerfulPerception Plan?What is the essence of yourBrand?How do you differentiate yourbrand through a unique BrandPositioning?If your brand was a person, whatwould its Personality& Values be?AboutThe DanielAdams Company“We love brands and the art of giving them competitivefire. We believe in discipline, creativity, hard workand at all times, keeping it simple”.The Daniel Adams Company opened forbusiness in 1979, and became one of theworld's first brand consultancy. Dan Adams,the founder, brings a uniquely fresh andpractical understanding of the art and scienceof brand-building drawn over his 40 yearsof successful experience as a client, agencyexecutive and consultant. Since then, Dan has builthis firm around a worldwide team of expert consultantswith a passion for brands, a shared approach and a toolkitof disciplines.The Daniel Adams Company enjoys enduring clientrelationships and serves a prestigious client list in the USAand around the world. Some of its major global clientsinclude Motorola, Reckitt Benckiser, Roche Pharmaceuticals,Ogilvy & Mather, BBDO, Whirlpool, Kraft Foods, Miles-Bayerand many more.By Participant ProfileGroup Brand Managers - 15%Product Managers - 13%Marketing Managers - 19%Brand Managers - 38%Brand Executives - 15%Participants of“Building Brand Equity”held on 18 & 19 October 2010, Karachi"Building Brand Equity" was a tremendoussuccess in 2010. Participants from the topcompanies of Pakistan took part in the workshop,bringing in diversified experience to the programwhich may also be gauged from the followingdata compiled.By Industries RepresentedTelecom - 15%FMCGs - 31%Pharmaceuticals - 24%Banking & Finance - 7%Energy Sector - 12%Others - 11%

Course Director: Omar Abedin, UAEMaster Trainer & Regional Director (Africa, Middle East, South Asia) atDaniel Adams Company, USAA Consumer Marketing professional with over 20 years of global experienceExposure to Multinational and Owner - driven environments in Pakistan,the Middle East and North AmericaEndorsement byDaniel Adams, CEO,The Daniel AdamsCo., USA"Omar is one of the world'smost effective brandmarketing trainers. Peoplewant to learn from Omarbecause he doesn't set himselfup as "the expert". He getsthem thinking with provocativequestions and insights drawnfrom his wealth of experienceacross a wide variety ofbrands/markets. All goodtrainers are articulate but Omarhas the secret of sharing greattruths with the brilliance ofsimplicity. He uses superbtraining presentations,instructional designs, examplesand cases. The guy reallyknows his stuff and loves toshare it!"Omar’s experience of developing & leading high performance teamsand providing productive marketing leadership, made Omar switchto the consulting role. His proven track record of developing andimplementing innovative marketing strategies & programs that havedelivered volume & value growth (in $s & market share), has earnedhim international recognition in all aspects of Brand Management,that includes: innovation, brand strategy, brand identity & equitydevelopment, advertising & communications, new product launches,PR, packaging & graphics development, process management,competency development & training, etc.Building relationships and establishing credibility with a broad,demanding and sophisticated range of internal and external partners,is earned by Omar by working with brands / companies / groups thatare interested in either building new brands, or strengthening theirexisting ones. To name a few, he has extensively worked with Philips,Reckitt Benckiser, Johnson & Johnson, Novartis Consumer Health,the IFFCO group and many more multinationals with complete ATL& BTL activities.For Omar, Brand Building is a banking process, where every actionis either a deposit or a withdrawal in the Bank of Brand Equity. Hebelieves in constant investment that is imperative for ultimate success!Look who is Learning with Omar!What delegates have said about Omar Abedin:“Omar was excellent. I loved his counselling approach as we wereputting forward not only questions but situations where he guidedus in a really good way.”Haider Khan, Senior Brand Manager, Packages Ltd.“Omar has shared some really valuable knowledge, the contentand delivery, both were excellent.”Shahrish Rasheed, Assistant Brand Manager, English BiscuitManufacturersDaniel Adams CertifiedParticipants of thiscourse would be awardedcertificates from the Daniel AdamsCompany, USA. (Please register by26 March, 2012 to receive yourcertificates at the venue)Excellent course! Helped illuminate the concepts and fine tuneinitiatives underway.Mishelle Raza, Product Manager, Sanofi-Aventis“Conceptually very clear & intellectually very strong - Omar is oneof the rare professionals you come across endowed with greatabilities. Very genuine in his approach towards helping brandsgrow which seems to be his forte & passion.”Senior Brand Manager, Energizer, UAE

BringIn-houseThis workshop can be customized to suit specific needs of your organization at significant savings.Please contact Jason D’souza at jason.bosco@octara.com or call at 0332-2422732 for more detailsIN PERSONA dynamic, lively andenlightening program withworlds’s leading expert inService Partnershipsand CustomerFocusThe proven path to Service Transformation forSustainable Competitive Advantage21 April 2012, Sheraton Hotel & Towers, KarachiAll participants will receive a complimentarycopy of Ron’s highly acclaimed book“UP YOUR SERVICE”Watch Ron Kaufmanspeaking live at:youtube.com/ronkaufmanCourse ICourse IIUse the Dynamics of HR Initiativesto Achieve Business Excellence21 March 2012, Sheraton Hotel & Towers, KarachiMake Training a Part of yourOrganization’s Performance Strategy22 March 2012, Sheraton Hotel & Towers, Karachi