Overview Retail Workshops Professional Diploma in Retail Management		STRENGTHENING RETAIL BRAND USING PR TECHNIQUES 7 November 2008 (Friday) OBJECTIVES Upon completion of the workshop, participants should be able to: 1. Analyze the positioning of the brand by using gap analysis approach 2. Identify the new opportunity under the changing media culture and development. 3. Bridge the gap between your target and your performance. 4. Create your uniqueness by reforming the brand and external communication. WORKSHOP OUTLINE 1. understanding gap analysis and opportunity analysis 　(a) Focus group and their reliability 　(b) “Lead user” research method 　(c) Positive vs negative approach 2. Understanding media 　(a) Traditional media: TV and press 　(b) The new media and the web- culture 　(c) How to make friends 3. The importance of execution 　(a) Who to execute 　(b) How to execute 　(c) The alignment of the internal and external customer 4. Brand creation 　(a) What is brand DNA 　(b) How to make the brand DNA tangible 5. Group discussion on real issue Date 7 November 2008 (Friday) Time 3 hours (2:30 p.m. – 5:30 p.m.) Target Participants Retail Shop Managers, Area Managers, Sale & Operation Managers, Training Officers & Managers Instructor Mr. Li Chan Wing Language Cantonese Venue Rm 302, 3/F., First Commercial Building, 33-35 Leighton Road, Causeway Bay, Hong Kong Fee HKRMA Members: HK$800 Non-HKRMA Members: HK$1,200 Enrollment For enrollment details, please download a copy of the workshop circular. For any enquiries, please contact the HKRMA at Tel: 852-2866 8311 or Fax: 852-2866 8380.