In the second week of December 2005, a training course on Brand Equity Management was held at Hotel Marriott Karachi by the Management Association of Pakistan. Keeping ahead the importance of the topic and for knowing more about building strong brand equity as an answer to relentless competitive attacks in today’s world of marketing, KKI’s management decided to participate in this workshop. The Chief Analyst Mr. Owais S. Kalia himself decided to go for this course and also nominated Mr. Nabeel Iqbal, our Marketing Manager.

The training was conducted by Ms. Andaleeb Abbas who has been involved in the field of training and consultancy for the last 10 years. She specializes in the areas of Marketing, Sales and Management and has trained nearly all top local and multinational organizations. She is a training consultant to the World Bank, Asian Development Bank and DFID and also is a visiting Faculty Member at LUMS, LSE and Imperial College.

The training course was attended by a large number of Marketing Professionals from leading national and multinational companies and their active participation and sharing of experiences gave valuable information overall. The course was made very interactive by the instructor and almost all the participants were made to speak, share their point of views and give their presentations. This created an excellent environment and participants were able to learn the following at the end of the course:

• Brand vision, planning and strategies
• Brand equity development process
• Creative brand awareness techniques
• Developing lifelong brand loyalty
• Brand positioning for mind and heart share
• Above and below the line promotion techniques

During her presentation, Ms. Andaleeb focused on elaborating practical examples and showing visuals that how the ever dynamic world of marketing revolves around brand and corporate image building.

At the end of the course, Mr. Farooq Hussain, Executive Director of Management Association of Pakistan also addressed the audience and gave his deep insight on the subject. The training certificates were jointly distributed by Ms. Andaleeb and Mr. Farooq and a special vote of thanks was delivered by all participants to the organizers for organizing such an informative training course.