Internationalization and Branding

Monday, August 13th

6:00 pm - Internationalization and Branding

Internationalization of a brand is a key step for the start-ups willing to expand to new markets. And branding plays a key part in this process as it allows businesses to successfully differentiate their business image and products from competition.

Join us and the multiple awards winner, Dr Sandy Chong, who has assisted over two hundred companies in Asia-Pacific, Europe and the USA to increase visibility, elevate brand equity and attract funding internationally.

This workshop will provide you with insights into the process of brand development for international markets covering considerations of geographical contexts. We will explore key topics such as the differences between branding and marketing, ROI benefits of branding, understanding brand relationships, and more.

Workshop outline

  • What makes a great brand
  • Pitfalls & challenges
  • Difference between branding & marketing
  • ROI benefits of branding
  • Preparing brands for international markets
  • Brand strategies
  • Brand relationships
  • Scoping for brand projects
  • International branding exercises (if time allows)

Event schedule

  • 6:00 PM: Registration and networking
  • 6:30 PM: Workshop & Q&A session
  • 8:00 PM: Event ends

About Dr Sandy Chong

A Harvard Alumnus and founder of Verity Consulting, Dr Sandy Chong is the winner of the 2017 Winner of the Stevie Awards for Women in Business, USA; 2015 Singapore Management Consultant of the Year Award, and 2016 Western Australia Multicultural Recognition Awards for Outstanding Individual Achievement, and Outstanding Volunteer Award.

With over 15 years of experience leading international growth projects regionally and globally, Sandy is known to be the change agent for her clients’ overseas expansion. To date, she has assisted over two hundred companies in Asia-Pacific, Europe and USA to increase visibility, elevate brand equity and attract funding internationally. She has also spoken at organisations such as the Harvard Business School, Yahoo! and Apple.

A strong advocate of economic empowerment for youth and women and a believer of driving business performances with social impact, she has served as a mentor for hundreds of businesses, including those from the AUSTRADE’s Women in Global Business, Bloom innovation incubator of the University of Western Australia (UWA), and is appointed the Global Ambassador for The Inspiring Rarebirds, an Australian network that promotes female entrepreneurship. In 2016, she became the first Asian woman to be the elected as the Vice-President of the United Nations Association of Australia.


Monday, August 13th
6:00 PM to 8:00 PM

Trehaus Co-Work
#03-01, 442 Orchard Road, Singapore 238879

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