by

Akhtar Mahmud
Home-grown Brand Philosopher-cum-Practitioner
Thursday & Friday
September 29 & 30, 2011

Institute of Business Management

Management Excellence Center
Workshop Overview:

It appears. It talks. It grabs attention. It promises. It gives experience. It thrills. It mesmerizes. It entices. It
seduces. It is in your life for ever. Who? Good question! It is the Brand!

The science of branding makes business organizations survive and thrive in crises and calamities. It
immortalizes the functional product; and makes the brick-and-mortar product look larger-than-life. It
adds appeal, enchantment, glamour, charisma and authenticity to the product. It is a science of
seduction. The question is how? The 22 Immutable Laws of Branding by Al Ries is an international best
seller. It is bold, blatant and mercilessly point blank discourse on the discipline of branding. Two days
intensive program The 22 Immutable Laws of Branding: Application in Pakistan will take up these laws
with local cases and will expose and unveil the compliance and violation of these laws along with their
startling results. The program is unique and must-attend by brand custodians.

The workshop will not only help the Brand Managers make their brands rock, it will also shackle them
what not to do to destroy them by brand myopia.

Building your brand on quality is like building your house on sand, you can build quality into your
product, but that has little to do with your success in the market placeyou have to build a powerful
perception of quality in the mind. Al Ries

What will participants learn:

Which branding laws Haleeb Foods violated to reach where it is now?

How Tapal made its competitors bite their nails?

What are the secrets of success of Shaan Masala?

How TCS evolved as a big name?

How a local group Ali Akbar giving tough time to MNCs?

Why Rooh Afza is favorite of all generations?

How P&G and Greenstar Social Marketing broke centuries old taboos?

How Engro Foods created its name in short time despite competition from giants?

And much more.

Contents of the Workshop:

Day One

1. The Law of Expansion

2. The Law of Contraction
3. The Law of Publicity
4. The Law of Advertising
5. The Law of the Word
6. The Law of Credentials
7. The Law of Quality
8. The Law of Category
9. The Law of the Name
10. The Law of Extensions
11. The Law of Fellowship

Day Two

12. The Law of the Generic

13. The Law of the Company
14. The Law of Subbrands
15. The Law of Siblings
16. The Law of Shape
17. The Law of Color
18. The Law of Borders
19. The Law of Consistency
20. The Law of Change
21. The Law of Mortality
22. The Law of Singularity

Who Should Attend?

CEOs and Heads of Marketing of local and multinational companies

Marketing, Category, Brand and Assistant Brand Managers
Product Managers of Pharmaceutical companies
Creative Heads of Advertising agencies
Media Managers/Marketing Services Managers
University Professors
Your Course Expert

Mr. Akhtar Mahmud, an IBA graduate from 1978 batch

with a major in Marketing, brings with him around 30
years of marketing experience mainly from multinational
companies like Unilever, DHL, FedEx at senior marketing
positions. He is currently CEO of Brand Image, a
marketing consultancy company specializing in
Branding, Advertising and Consumer Insights.
Mr. Mahmud also teaches subjects on Marketing,
Branding and Consumer Behavior at IBA since 2001 as a
visiting faculty.

Attending various seminars and conferences in USA,

Europe, Middle East and South East Asian countries on
branding, brand-based communications, creativity in
advertising, influencing consumer behavior through
psychological modules and leadership evaluation and
awareness process, Mr. Mahmud has been conducting
training programs for Banks, MNCs and local
conglomerates. A few of his clients include names like
BBC, United Nations, Hoechst, Millat Tractors, ICN, Aga
Khan Health Services, Milupa Foods, Berger Paints and
Novartis.
Investment:

Rs. 25,000/- per head

or
Rs. 40,000 for two persons
from the same organization

For Registration, please contact:

Management Excellence Center

Institute of Business Management
Korangi Creek, Karachi-75190, Pakistan
Tel: 111-002-004, Ext. 217, 269 or 282, Direct: 35091487, Fax: 35091907
Email: mec@iobm.edu.pk, Website: www.iobm.edu.pk