Entrepreneurs, Start-Up Founders, Business Owners, Brand Managers, Marketing Practitioners, Corporate Communications/Public Relations Personnel, Employer Branding Professionals, and anyone who wants to be equipped with the essential skills in brand building and stakeholder management.

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

By the end of the class, participants will be able to:

• Formulate objectives of brand identity and projected image based on organisational priorities and desired long-term outcomes.
• Verify that the organisation’s or product’s brand and collateral are aligned with legal/industry standards and ethical/socio-cultural considerations.
• Establish branding guidelines for internal stakeholders and integrate branding into their department functions.
• Create the visualised desired user experience to articulate the organisation brand’s role in fulfilling the desired user experience.
• Devise techniques to engage internal and external stakeholders in defining brand identity.
• Propose a range of branding strategies based on their features, advantages and disadvantages.
• Lead the co-creation of branding strategy with internal and external stakeholders to develop the desired brand identity.
• Develop key metrics for monitoring, analysing, and measuring branding effectiveness.
• Establish a public relations and brand reputation management strategy by considering the legal, regulatory, ethical, and socio-cultural factors relating to public and media relations.
• Manage critical external facing communications to maintain brand reputation.

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5002-1.1 Brand Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Branding and Brand Strategy course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5002-1.1 Brand Management.
Course Codes: TGS-2023020486

Course Support Period: 28 Apr 2023 – 27 Apr 2025

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modeling, Group Activity)

• The World’s Top Brands – ranking and analysis
• The Visible Tip Of The Iceberg – brand identity (name, logo, tagline, etc.), and brand experience
• Below The Surface – core values, vision, mission, brand promise, positioning, products/services on offer, internal and external stakeholders, available channels, etc.
• Surfacing The Brand – encapsulating the essence of your brand and presenting them to your stakeholders
• The Corporate Structure – where does branding fit in the organisation and what to look out for when hiring agencies and personnel

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modeling)

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modeling)

• Apply Design Thinking to engage internal and external stakeholders: empathise > define > ideate > prototype > test
• Researching Your Stakeholders – conduct the necessary research on stakeholders to determine their needs and wants
• Research Tools – utilising various tools to conduct the research
• Stakeholder Desired Experience – visualise initiatives and content that will captivate your stakeholders
• Create initiatives and content for the various internal and external channels

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modeling, Group Activity)

• Embracing the co-creation of a dynamic brand – case studies
• Tracking & Responding – knowing what to track and how to respond to external stakeholder comments online
• Identifying and engaging brand champions, ambassadors and influencers
• Leveraging on internal stakeholders as social media advocates
• Forming brand communities and encouraging the growth of user generated content

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling)

• Progress & The Cyclic Design Thinking Process
• Internal Indicators of Branding Effectiveness – staff acquisition, turnover, and engagement
• External Indicators of Branding Effectiveness – sales, web traffic, no. of followers, engagement rate, social sentiment, etc
• Conducting a Brand Audit – steps and resources
• Rebranding & Brand Refresh

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling)

• Public Relations – upholding integrity and transparency, the key components of the PR Code of Ethics
• Media Relations – how to develop good relationships with the media
• Spokesperson & Media Training – conduct training for top management and appoint official spokesperson or PR Agency
• Crisis Management – how to avert a PR Crisis by implementing the 4-Step PR Process
• Press Release & Press Conference – how to draft the former and organise the latter

• Written Assessment
• Project Assignment

Enhanced Training Support for SMEs (ETSS) – 70% Funding

Eligible for SME Company-Sponsored, 21 years old and above, and a

• Singapore Citizen; or
• Permanent Resident; or
• Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$386.10

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Baseline Funding – 50% Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

• Singaporean Citizen; or
• Permanent Resident; or
• Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$584.10

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$386.10

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

You may be eligible for up to 70% SkillsFuture subsidies. For funding information, please see the course funding section on this page.