Entrepreneurial Branding of Start-ups and SMEs
How can start-ups and SMEs build a distinctive brand that earns trust, creates emotional connections, and drives long-term business growth?
Course Overview
A number of start-ups and small and medium-sized enterprises (SMEs) may have the right product, price, place, and promotions (the 4Ps of marketing), but they often struggle to get far, let alone attain market leadership. One important reason for this is their tendency to focus solely on their 4Ps and neglecting the crucial aspect of branding. Without a strong brand presence, a start-up or SME risks remaining stagnant in the market. Even when aspiring to build their brand, limited resources pose a challenge for most start-ups and SMEs. However, with the implementation of entrepreneurial branding strategies, these businesses can overcome obstacles and propel themselves towards growth and market leadership.
Course Duration
15 Hours
Course Mode
- Physical
- Online
Course Dates
| Physical | To be advised |
| Online | To be advised |
Course Details
Course Outline:
- Business Opportunity Identification and Brand Alignment
- Utilising Positioning and Differentiation to Build a Strong Brand Architecture
- Brand Definition and Building Brand Value
- Turning a Brand into a Powerful Lovemark
- Step-by-Step Entrepreneurial Brand Building for Start-ups and SMEs
- Building a Unique Brand Character and Codification of Your Brand’s DNA
- Real-life Business Scenario Question
At the End of This Course, Participants are Expected to:
- Apply the theory of entrepreneurial branding to capture the customer's heart and mind
- Identify suitable business opportunities and align the brand to it
- Define your brand and build your brand value
- Turn your brand into a lovemark
- Utilise a step-by-step guide for brand building that focuses not only at the tactical but also the strategic level
- Leverage the digital environment to develop a powerful brand character and codify your brand DNA
Dr Hooi Den Huan
Former Associate Professor of Marketing, Nanyang Business School
Past Director of Nanyang Technopreneurship Centre, NTU
Dr Hooi Den Huan is the former Associate Professor at the Nanyang Business School's Marketing division, the past Director of NTU's Nanyang Technopreneurship Centre, former Head of the Marketing and Hospitality & Tourism Management department and a member of the university’s Blue Ribbon Commission. He has published in various journals and books, primarily academic-practitioner types, and presented papers in a number of conferences.
Together with Philip Kotler and Hermawan Kartajaya, he was co-authored five books, Rethinking Marketing (also with Sandra Liu) ([2003], Think ASEAN! [2007], Think New ASEAN! [2015], Marketing for Competitiveness (2017) and Asian Competitors (2019) and have started on their sixth book, Entrepreneurial Marketing.
Who Should Attend?
This course is designed for executives, managers, founders and owners of startups and SMEs, (from whichever industry and not just brand or marketing managers) who are keen to make use of entrepreneurial branding to turn their products/businesses into market-leading brands.
Full Course Fees
S$2,100 (Before GST)
An online assessment will be conducted at the end of the course.
For group registrations, please register your interest with us to discuss your requirements and explore a customised learning solution tailored to your organisation's needs.
Benefits of Group Registration
1. Shared Learning and Organisational Alignment
Team members learn together, fostering a common understanding, and aligned goals to enhance organisational effectiveness and execution.
2. Practical Application to Business Challenges
Participants can apply learning directly to current business priorities, projects, and organisational challenges, ensuring immediate workplace relevance.
3. Industry-Relevant Case Studies
Learning can be enriched with industry-specific cases and real-world business scenarios, making the programme more relevant and impactful.
4. Enhanced Cross-Functional Collaboration
Bringing together participants from different departments encourages knowledge sharing and strengthens collaboration.
5. Delivery & Continuous Support
Classes can be conducted in NTU, your premises, or virtually plus an option of post-programme coaching (with additional fees), if desired. Training dates and times are flexible and can be arranged to suit your organisation's availability.
6. Greater Return on Learning Investment
When teams learn and implement together, organisations are more likely to achieve sustainable improvements and maximise training outcomes.
7. Stronger Innovation and Transformation Capability
Collective learning helps cultivate an innovation mindset, strengthen change leadership, and accelerate organisational growth and transformation.
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